RTBE 2014: The Right Way To Influence Behaviour With Technology

© 2014 The App Business

The right way to influence behaviour with technology

Jean Francois Hector, Senior strategist, The App Business

© 2014 The App Business© 2013 The App Business© 2013 The App Business

Software is eating the world and its tummy is rumbling


No industry is more appetising than retail


Mobile = people’s interface to the world around them


You can use mobile devices to understand whateach customer wants and the situation they’re in


The number and range of these devices is exploding

Mainframes

Smartphones

Things

Room

Desk

Hand

Anywhere

Ubiquitous computing means 75bn connected devices in 2020

Personal Computers


So today influencing behaviour should be easy, right?


But getting people to do stuff is really hard…


What does it take for a behaviour to happen?

STANFORD PERSUASIVE TECH LAB


M A T


For a Behaviour to happen,

B


For a Behaviour to happen, 3 things need to come together at the same time: B

M A

T


For a Behaviour to happen, 3 things need to come together at the same time:

- MotivationB

A

T

M



- Motivation

- Ability

B

T

M A


BM A

T


- Motivation

- Ability

- Trigger


BM A

T


BM A

T


Put hot triggers on the path of motivated, able people


BM A

T


BM A

T


out of M A THow to get the most


BM A

T

B is for Behaviour


Behaviour tip #1 Think about Behaviour 1st, technology 2nd


Behaviour tip #1 Think about Behaviour 1st, technology 2nd

First , thenBM A

T


Behaviour tip #2 Start from a simple, concrete behaviour


How do we get someone to buya bbq they’ve already favourited?

Behaviour tip #2 Start from a simple, concrete behaviour

How do we increase averagerevenue per customer?✘

✔


BM A

T

M is for motivation


Motivation tip #1Find out what customers are already motivated to do


Motivation tip #1Find out what customers are already motivated to do


Motivation tip #2Predict where & when they’ll be most motivated


Motivation tip #2Predict where & when they’ll be most motivated

IF Customer has favourited a bbq

AND That barbecue is on offer

AND The weekend is just 3 days away

AND It’s sunny outside

THEN Send push notification


BM A

T

A is for ability


Ability tip #1Make it easy to do it on impulse



WespakImpulseSaver



Amazon Flow


Ability tip #2Easy is different things in different situations



Time Physical effort Habit

Money Mental effort Norm



Need any help?

Call an expert View buying guide


BM A

T

T is for trigger


Trigger tip #1Think broadly about triggers


Buttons Badges

In-app notification

Cards Email

Display ad

On product

…

SMS

Trigger tip #1Think broadly about triggers


Trigger tip #2Make the trigger hot like a potato


Trigger tip #2Make the trigger hot like a potato

Waitrosecharitytokens


Let’s recap


M A T


BM A

T


- Motivation

- Ability

- Trigger


Put hot triggers on the path of motivated, able people


near

The right way to use beacons is to make them MAT


BM A

T

Understand what acustomer is motivated to do

Make them able to do it easily

Deliver the trigger

The right way to use beacons is to make them MAT





Need any help?

Call an expert View buying guide



The next $1bn behaviours in retail

• Customer looks at the extended range

• Customer looks at product reviews in store

• Customer buys one more item

• Customer buys that product they like

• Customer buys something for a friend


[email protected]

RTBE 2014: The Right Way To Influence Behaviour With Technology

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