Thursday 13 August 2015

Enhancing digital coupon recall and usage

If asked, could you draw the Apple logo unaided?  

Can you remember all it’s simple features?  Is there a leaf or not?  Is there a bite out of it?  Which side?

Given the ubiquity of the logo on our devices and in the media, many of us would be fairly confident we could create a reasonable facsimile of the logo.

Researchers however put this to the test - or more accurately, put their participants memory to the test - and as expected, most participants were confident of their ability before starting out.  However the research showed that despite this confidence, only 1 in 85 actually got all aspects of the logo correct and less than 50% managed to correctly identify the logo when presented with a number of alternatives.

So, despite seeing it every day, we don’t really “see it” - we haven’t really committed it to memory sufficiently that we can recall its detail.  Remembering a logo is one thing, but what if we need to remember something more important.

From a marketing perspective, one of the most important things we need is for consumers to “remember to remember”.  

We’ve created the perfect conditions for the consumer to form an intent, we just now need them to carry that intent out at some future date.  We’re essentially relying on the consumers memory to prompt them at the right time; whether that’s to further research the purchase or to actually go on to buy it.

This ability to remember to remember is termed prospective memory and is basically defined as where an individual intends to perform an action at a later time.  This could be an event based prospective memory such as "give a message to a friend at the next meeting” or could be time based such as "remember to go to the dentist at 10am on Friday”.
As marketers, we rely on a consumers prospective memory for the call to action to be executed and unfortunately we're relying on something that is extremely fallible.  

Despite our reliance on this prospective memory, there has been little understanding of how it works or how it could be improved.  This is changing though and in recent years there has been a real surge in research studies around prospective memory - and this couldn’t come at a better time.

With the ever increasing transition of marketing from paper based coupons to digital, we are potentially removing an important aide to memory recall.

One of the key parts of prospective memory recall has been found to be a target cue.  Using the example of a grocery coupon, where the consumer has seen the offer and made a decision to take up the offer they would traditionally have taken the paper coupon and put it somewhere to act as a cue when at some point later they went shopping.  This may have been within their wallet or purse or next to their shopping list.  The point is, the physical coupon would have acted as a target cue to trigger the intention at the point it was required.

As coupons move digital however, it’s very easy to browse offers in an email or via an app and select which ones you intend to take up, but then the offer is gone; the email disappears or the app remains unopened. For these digital offers, we’re relying on the prospective memory of the consumer to help them remember they signed up to the offer and to then go on to purchase the product at some point in the near future.

There could still be a target cue -  the event of shopping - but even then, if they have signed up to a number of offers, how likely is it that each offer will be remembered.  At this point we’re then relying on the target cue of the product itself - when (if) they see it and that they remember it’s on offer.

We’re putting a lot of pressure on someones prospective memory - to recall they have signed up to offers and to then recall what offers they have signed up to.

So how can we counter this to ensure we more fully link the intent to take up the offer with the activity of shopping.

Well this is potentially a two step process:-
  • First - We need to get the consumer to remember to check for offers so that they can be reminded of which products to look for.  
  • Second - We need to get consumers to do this every time the shop - we need it to become habitual.
It makes sense to start with the second step first as this is the end state we want.  Essentially, we want the process of checking for offers to become habitual for the customer.  When an activity is habitual we don’t think about it directly, it’s just linked into a wider script we have for the parent task.

As an example, when we drive a car, we don’t have to remember to put the key into the ignition or make sure the gear is in neutral, we just do this automatically.  This task is not being held in prospective memory; we don’t have to remember it.  Getting the use of offers routine then and linked into the wider task can help it to become habitual and move it from something that needs to be specifically remembered to something that simply gets done.  Checking the offers available/opted into then allows individual product offers to provide a reminder - a target cue - which can help to prompt the consumer to find and select the product.

Before this can become an habitual activity however, we need the consumer to start doing it and remember to continue to do it. This essentially relies on prospective memory, with the consumer forming an intent to check the offers when they go shopping and to then actually carry this out.

Anything we can do to help strengthen activation of a prospective memory will be key to helping to turn the task into something that becomes habitual.

One approach that researches have showed works well is when people form implementation intentions.  This involves identifying when and where they will execute the intention and what cues will be present - basically visualising themselves carrying out the task.

The research also shows that people better remember to perform a delayed task when the target cue (the trigger) is encountered in the context of an ongoing task associated with the delayed intention than when the cue is encountered in a different context.  To put it another way, someone trying to remember to use a grocery product coupon will be more likely to recall the offer when in the supermarket - if this was the implementation intention - than when they see the product in their cupboard at home.  

The real trick here is what is termed the encoding - ensuring that the thing to remember (the offer) was specifically linked to the right target cue (being in the supermarket) and to the time (when you plan to shop).  

Encoding implementation intentions has been shown to improve prospective memory performance substantially - between 2-4x - so this works.

This linking of prospective memory intentions into a wider task can also help them to become habitual as it ties them to the bigger task such as grocery shopping which is much easier to remember due to more obvious target cues (i.e. empty cupboards!!)

Thinking about the issue with digital offers, it may well be good practice to not only allow someone to indicate their intention to take up the offers, but also to indicate when they will do it.  This could involve them flagging a likely location for the shop and a date when they may carry this out - forming an implementation intention for checking offers and linking it to a wider task of grocery shopping.

Doing this would also have the added advantage of allowing us to switch the prospective memory task from being an event based one (going shopping), for which we can’t influence the trigger cues, to a time based one which we can.  For example, knowing the intended date and time of the shop we could use an additional target cue such as adding a diary reminder to flag up at the agreed time as well as a location based notification when the customer is in the vicinity of the selected store at the appointed time.

Strong target cues which we can control also help to overcome another weakness within prospective remembering - which is that prospective memory is typically impaired when the current task is demanding.  

So if someone is busy doing something requiring a lot of memory based thinking, then it is less likely they will remember an intended action unless the target cue is highly salient.  Using the context of remembering a grocery offer, you could argue that the mere act of grocery shopping in a busy store with kids in tow is a taxing enough task on its own - trying to remember something that was on offer to you 5 days before will be less likely.  However, using time and location based notifications which are closely linked to the broader task of shopping makes it more likely that the intended task - using offers - will be remembered.

Retrieval of the intended task is also interesting as its not just triggered based on target cues - although these are shown to be very powerful.  

Interestingly, in one study by Kvavilashvili and Fisher (2007), they found that when participants were given a task of phoning the researchers back the following week, the participants typically recalled that task over the week around 8-11 times.  Many times this recall was found to be associated with trigger cues related to the task such as seeing a telephone.  However, more interestingly, around 40-50% of recollections were completely untriggered - they just popped into the participants head.

Knowing we recall an intention 8-10 times before its intended implementation could be a useful characteristic if directly catered for within a digital offers solution.

If consumers will randomly remember the need to check for offers a number times during the week, it may be possible to include functionality to reward this recall.  

For example, building in a “need” to review offers in the app - maybe to check for changes such as a better offer - could create a reason to check the offers regularly, helping to reinforce them and also ensuring that any date/time based implementation intention is still correct.

This whole area of prospective memory is still an emerging research area with differences of opinion as to exactly how we remember things and how this could be improved.  That said, given our increased reliance on the consumers memory as we remove physical target cues, combined with our ability to intelligently create new, highly relevant ones suggests this is an area we should pay more attention to as marketers.


柯云 said...

louis vuitton handbags
coach factory outlet
louis vuitton outlet
ray bans
coach outlet
michael kors purses
coach outlet online
coach factory outlet online
cheap air jordans
longchamp handbags
ray bans
tiffany and co jewelry
vans sneakers
louis vuitton bags
nike outlet store
nike blazers uk
michael kors bags
true religion jeans
oakley vault
louis vuitton outlet
toms wedges
red bottom shoes
air jordan shoes
coach outlet store online
oakley sunglasses wholesale
oakley outlet
lebron 13
coach outlet
ladies cartier watches
hollister clothing store
cheap oakley sunglasses
ralph lauren
jordan concords
ray ban sunglasses outlet
ray ban eyeglasses
nike roshe run
louis vuitton purses
toms outlet
louis vuitton outlet stores

Unknown said...

ralph lauren
michael kors outlet
replica watches
toms outlet
gucci outlet
ralph lauren sale
louis vuitton outlet
adidas originals
michael kors handbags
oakley vault
michael kors handbags
coach factory outlet
fitflops sale clearance
michael kors outlet
michael kors outlet clearance
michael kors outlet
ghd flat iron
ghd hair straighteners
michael kors handbags
coach factory outlet
nike nfl jerseys
coach outlet store online clearances
coach outlet store online clearances
tory burch sale
nike air max
cheap jordans
replica watches
toms shoes
coach outlet
jordan retro
coach factory outlet
ray ban sunglasses
christian louboutin shoes
michael kors outlet
mont blanc pens
toms shoes
coach outlet
adidas outlet
kobe 9 shoes

Unknown said...

salomon boots
pandora uk
supra shoes
nike outlet store
karen millen
longchamp uk
canada gooses outlet
mac cosmetics
watches for men
converse pas cher

ursu said...

I didn't notice those details.

56 said...

0806jejeLe jeu Air soldes basket asics femme Max Quarter et Air Max Pure sont également asics gel noosa tri 9 w femme des baskets de basket-ball Nike qui asics gel nimbus 18 Chaussures offrent les fonctionnalités de grande qualité nike air max 90 jacquard femme pour lesquelles Nike est célèbre. Une nike air jordan 1 retro high og carmine personne que je n'étais jamais prêt asics gel lyte iii kakishibu tan tan à faire était de prendre des suppléments avis sur chaussures asics illégaux ou tout type d'hormone de croissance. nike roshe run noir cdiscount

56 said...

0806jejeDans le cas 2015 nike air max huarache noir où vous avez l'intention d'habiller un favori, vous pourriez rapidement chaussure de skate nike sb étudier ces derniers sont tous partis depuis longtemps et air jordan pas cher boutique vous serez loin de la chance. Dernièrement, dans l'industrie asics gel lyte v homme noir du vêtement, il existe des possibilités illimitées Air Jordan 3 Baskets de choisir. À mon avis, ce sont certains des asics decathlon france meilleurs briquets à cigares là-bas pour votre argent durement adidas zx flux rouge et bleu gagné.

دريم هاوس said...

افضل أما الخدمة التي سنتحدث عنها الآن هي من أهم الخدمات التي تتشرف شركة تنظيف قصور بالرياض بتقديمها لعملائها ,وهي تنظيف مجالس سواء في المنازل أو الشقق أو الفلل او القصزر

لأننا جميعاً نعرف أهمية اجتماعات العائلة في هذه المجالس التي تميز نا عن غيرنا من البلاد والدول ,فلابد أن تكون هذه المنازل على قدر عالي من النظافة والجمال والذي لابد وأن يتناسب مع أهمية المدعوين لهذه المجالس ,حتى يستمتع عملائنا باجتماعاتهم العائلية في جو نظيف وهادئ ومريح يليق بهم… اقرأ المزيد

المصدر: شركة تنظيف قصور بالرياض

شركة تنظيف كنب بالرياض عند تجمع الأتربة على أقمشة الكنب أو اتساخها بالبقع التي يصعب إزالتها فإن ذلك يبعث على النفس نوعا من الانزعاج ,و عدم الراحة خاصة مع هبوب العواصف الرملية و تجمع الأتربة الأمر الذي يزيد المشكلة تفاقما ويزيد النتائج سوء .

من أهم الخدمات التي تقدمها هي تنظيف السجاد والذي هو من أهم القطع التي يحتوي عليها أي منزل ,وهي ما تقوم بإظهار جمال كل قطع الأثاث في المنزل.

وفي حالة ما كان هذا السجاد مستخ أو به أي بقع أو شوائب سيفسد كافة المنظر حتى إذا كان المنزل بأكمله نظيف.

فتقوم شركتنا بتنظيف السجاد باستخدام مجموعة من المساحيق والأدوات العالية الجودة للحفاظ على هذا السجاد من التلف وإعادته نظيفاً وجديداً مره أخرى

تتخصص في تنظيف الكنب مع جميع أنواع أقمشته تنظيفا تاما وأرجعاها جديدة كأول مرة قد اشتريته مع الحفاظ على كافة أنواع المنسوجات التي تتخلل الكنبة و ما تحتويه من ألوان و رسومات كل ذلك تقدمه الشركة وبأسعار في متناول يد العميل بإذن الله .

يمكنك الاعتماد علينا في إتمام عملية التنظيف و على أعلى مستوى ان شاء الله لما تتمتع به الشركة من خبرة طويلة ورضاء لكل عملائها الكرام … اقرأ المزيد

المصدر: شركة تنظيف كنب بالرياض جميع الاحياء

معلومات تفصيليه عن الصراصير ؟

افضل شركة مكافحة الصراصير بالرياض تعد الصراصير من الحشرات المنزليه المقززة التى يخشاها الكثير من الأفراد ؛ولها أشكال وأحجام مختلفه ؛فالصراصير لديها ألوان سوداء أو البنى القامت ولديها شعيرات فى الوجه ؛وتتمكن من الوصول الى الأطعمة الخاصه بها عبر مجموعه من قرون الاستشعار التى تساعدها على الاستدلال على أماكن الأطعمة ؛فقط نحن شركة مكافحة حشرات بالرياض .

تعيش الصراصير فى الجحور أو المستعمرات والمسامات الواسعه التى تتواجد أسفل الحوائط وفى الركنيات ؛وتتمكن الصراصير من نشر الطفيليات والشوائب فى المكان نظرا لأنها تنتج روثا اسود اللون فى أماكن تواجدها ؛وتتغذى على كل ما يقابلها من بقايا أطعمة أو ورق وغيرها من الأمور الأخرى ؛وتخرج من تلك الجحور صيفا للبحث عن الأطعمة وتفضل التواجد فى الأماكن الرطبة التى تمتلأ بالمياه وحول الصنابير ؛ومن المعروف أن هناك أنواعا مختلف من الصراصير لا يمكن القضاء عليها بسهوله سواء الصراصير الألمانيه أو الاستراليه أو الأمريكية أيضا.… اقرأ المزيد

المصدر: افضل شركة مكافحة الصراصير بالرياض

Unknown said...

Treasurebox is an online store which provide their customers all the latest household items, outdoor furniutre,electronic gadgets nz, Pop up gazebos nz and much more.
YOu will be easily buy all the items on a single click

Martin said...

very nice and Quality of the Leather Jackets are Avalible at very Affordable rates with
Nice and Comfortable touch and Quality..

Thanks Alot.

htop said...

thanks to sharing this nice message
aws training center in chennai
aws training in chennai
aws training institute in chennai
aws training in sholinganallur

fake rolex uk said...

Questo ethos va ben replica watches oltre la semplice ispirazione del replica watches uk design, con il fake rolex marchio che dedica una parte di tutte le vendite a replica rolex cause nobili sostenute da queste figure coraggiose. fake watches Ogni orologio Riskers celebra un eroico "Risker" del secolo rolex replica scorso, sostenendo una causa benefica associata a quella persona.
High-end fashion classic replica watches, worth

cara login idn poker99 said...

Poker ceme domino sudah menjadi permainan kalangan masyarakat tentunya, apalagi bisa bermain di hp seluler kalian tentunya akan lebih asik lagi bukan? jika ingin bermain permainan kartu kalian bisa datang kesitus kami untuk merasakan permainan kartu di aplikasi.

deposit poker pulsa

situs poker online

agen judi poker

deposit poker uang asli

login idn poker

download aplikasi idn poker

idn poker versi terbaru

agen poker idnplay

aplikasi idn poker versi terbaru

poker online uang asli

daftar akun poker uang asli

daftar idn poker

cara daftar idn poker

daftar poker

daftar akun idn poker

daftar akun poker idn

cara login idn poker99

login poker99 idnplay

aplikasi idn poker android

aplikasi idn poker iOS

aplikasi idn poker versi terbaru

cara download aplikasi idn poker

cara install idn poker

cara login poker mobile

idn poker versi terbaru

install aplikasi idn poker android

install idn poker ios

deposit poker idn

deposit poker pakai pulsa

deposit poker ovo

deposit poker online idnplay

deposit poker online

orologi replica said...

After 9 years, we reach the watch I discuss now. There are a few refinements that I think make this the most wearable and best looking modern Monaco (alongside its classic blue cousin).replica watches The square case of the Monaco has always been its most easily identifiable and noticeable feature. It’s actually pretty impressive how a square watch, with the crown on the right side of the case and chronograph pushers on the left side, a high raised box sapphire crystal,replica watches uk and a blue/orange dial manages to not at all feel like it’s “too much” in any way.

rolex replica said...

The dial is laid out like the standard Monaco Calibre 11,replica watches uk albeit with the Gulf color scheme. At 9 o’clock is the 30-minute chronograph counter and at 3 o’clock is the running seconds sub-dial. I won’t get into detailing each aspect of the sunray brushed dial here since there is so much content already written about the Monaco.replica watches It really comes down to loving the case and the Gulf Oil color scheme in this watch.

axing said...

Il primo piano del flagship store è l'area espositiva e di degustazione dell'orologio,replica watches il principale design visivo del "Silver Wing Spitfire Fighter" e il suo omonimo orologio pilota IWC IWC Spitfire rispecchiano perfettamente la bellezza meccanica di IWC.replica watches uk L'elegante stile italiano della città di Portofino,fake watches che si riflette in essa,fake rolex mette in risalto l'elegante enoteca di IWC,fake watches uk che dimostra l'incessante ricerca della qualità della vita.replica rolex Ogni visitatore è immerso nella pura estetica classica americana e si sente a casa.

yanmaneee said...

kobe shoes
supreme sweatshirt
golden goose
supreme new york
spongebob kyrie 5
jordan shoes
curry shoes
supreme new york
yeezy shoes

yanmaneee said...

longchamp handbags
jordan shoes
adidsas yeezy
pandora charms
off white shoes
chrome hearts outlet
golden goose
curry 7 shoes
stone island

senthilpraveen said...

We can share this blog to anyone related to this topic. Thanks for sharing.
AWS Certification in Chennai
AWS Training
Best AWS Training in Bangalore

Riya Raj said...

Wonderful Blog post!!! I am more impressed with your data.
Why AWS?
What is AWS Used For?

Shiva Shakthi said...

More impressive blog!!! Thanks for shared with us.... waiting for you upcoming data.
Why Selenium is important?
software testing selenium

neycheau said...

moved here bag replica high quality look at these guys Louis Vuitton replica Bags have a peek at this website Balenciaga Dolabuy

thoashe said...

click to read replica louis vuitton other replica ysl bags go to this web-site Gucci Dolabuy

mchene said...

replica bags korea official statement r8h35r8y14 replica chanel bags ebay replica bags by joy fake gucci b9x54c1z53 replica bags nyc my company x5e52w5i80 Ysl replica handbags replica bags joy

shaysea said...

f6p95y5y36 e1z75q8y88 d5c21w2w12 x0r65j1s25 h0l96v5l76 g5v55f7r37

Anonymous said...

f4v51w5d27 h7o30i7r12 g6a48b2h48 n5c79h6k94 c2f02a6p95 d6k42n8u66