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Understanding the irrational forces that shape consumer behaviour will unlock key customer insights for brands, having a significant impact on the bottom line.
A shift in consumer expectations has created a demand for more personalised, more competitive and faster services. However, an ever-decreasing consumer attention span continues to make it hard for brands to reach out and interact with consumers. With 68.8% of online baskets being abandoned, this is no small feat.
As retail evolves, brands must find ways to create meaningful customer experiences. However, millions upon millions are investing in new digital infrastructure and processes, unfortunately with no real consideration for the customer.
In a strive for customer centricity, the customer has in fact fallen through the gap and somehow been forgotten."
Cowry builds a bridge between your company and brand, centred on the customer. We transform friction into fluent interactions. By embedding the human touch within your organisation, we create more valuable, longer-lasting relationships with your customers.
Sainsbury’s wanted to understand which psychological principles would be relevant to get customers to buy holiday shopping items such as suncream from their instore aisles and pharmacy.
By conducting an Academic Literature Review and an Instore Observational Audit, we designed a new framework to disrupt, interest and win over customers to buy holiday items instore.
Outcome – a new framework that helped design new instore signage that increase aisle footfall & dwell time and contributed to overall holiday shop sales increases.
Tesco recognised an opportunity to optimise their Delivery Saver customer conversion rates by enlisting the help of Cowry.
Together, we identified the need to transform three different plan reminder emails, in order to convert customers from free trials to paid plans.
Outcome - a +10.2% increase in sign ups to the Delivery Saver service.
To get the most out of the Cowry team, one of the EMEA teams at Amazon took a one week intensive training week on the Expert Course.
Covering a curriculum of System I Research, Behavioural Models and Behavioural Design, the team learned how Cowry use academic rigour to create a series of concepts for testing.
Outcome – upskilling of the EMEA team to facilitate more engagement & effective test and learn activity with Cowry scientists.
The restaurant group Mitchells & Butlers wanted to understand how their menus in chains such as Browns and Harvester were read and understood by customers using psychometric techniques.
Using eyetracking, Cowry identified points of friction in the menu designs and created brand new, psychologically optimsed menus that were successfully tested in store.
Outcome – customers read and engaged with the menus more leading to a revenue and margin increase.
Download this exclusive edition which features our view of the role of Behavioural Science in the retail industry, including the different fields we specialise in within this discipline to make our interventions effective. Most importantly, we look at how understanding behaviour can help us be more mindful of our vulnerable customers.
And don’t miss the interview with Michael Webley, the Head of Customer Experience at Tesco to understand the importance of listening to customers and using a Behaviour Science lens to provide the best customer experience, the hottest retail sector academic papers for behavioural science and lots more
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"Cowry as an agency are professional, personable and real experts in their field. From the first meeting, I felt confident in their ability and that they understood us as a business and the brief at hand. I would highly recommend Cowry to anyone wanting to look at behavioural science, to gain authentic and collaborative ideas that really make a difference."
— Fiona Morgan, Head of Group Campaigns, Sky
"We worked with Cowry to apply some behavioural economics principles to our core menu design, ensuring we were nudging our guests to the dishes we knew they’d love. Not only were they a pleasure to work with and made what could have been a fairly theoretical subject grounded and fun, we were able to see a considerable commercial effect through the trials we ran and the rollout has been lauded within the business"
— Ross Farquhar, Chief Marketing Officer, Wagamama
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