Literature Review: Instore - Sainsbury's

The literature review identified that not all attention is the same. One type of attention is called Endogenous Attention, the conscious act of directing attention and where it goes. There is however another type of attention, Exogenous Attention. This is where our attention is grabbed and stolen from us, when disruptive parts of the environment draw us immediately and unconsciously to stimuli.

With this and other insights, this allowed our behavioural science team to create a three stage framework

• Entice : Disrupt the shopper. The first stage is to capture the customer’s attention. Using key visuals & positioning principles will ensure that they attend to Sainsbury’s holiday shop.
  
  
• Engage : Hold their attention. Once you have gained the customer’s attention, the second stage is to engage them and encourage them to relate to the brand with a range of subconscious and conscious sensory cues.
  
  
• Earn : Close the sale. The final stage to landing the sale is to make it as easy as possible for customers to overcome any remaining barriers. Make the choice simple.

Raphy did a brilliant job on the research and leading the session (and the) Friction & Fluency for Online UX was really detailed and tangible"

Marion Williams, Behavioural Economics Manager, Sainsbury's