Neuromarketing is the application of neuroscience in marketing and communication. It is a relatively new and controversial discipline because it is often subject to criticism. Its challenge is to better understand the behavior of consumers through the understanding of the brain mechanisms involved in a purchase or while facing an advertisement.
In order to illustrate the principle of neuromarketing, the Coca-Cola and Pepsi brand experience that was conducted by the researchers M. McClure and Read Montague is very relevant. The experiment was to taste the 2 products blindly at first, in this case 67% preferred Pepsi then in a second time a test knowing the brands, 75% preferred Coca-Cola.
The researchers show that consumers do not buy a taste, but an image, the emotions and the memory associated with a brand.
The blockchain is a technology that allows the storage and transmission of information in a transparent, secure and decentralized manner. The blockchain is often compared to a large, anonymous, non-alterable public accounting book.
The elimination of intermediaries that this technology allows, offers a better readability of the offer for the customer and thus allows him to more easily identify the provenance of the materials used. The products are traceable from the production process to the distribution: I am a brand that promotes well-being and I bring my raw material, cotton, from Uzbekistan or from Bangladesh, countries famous for children working in the fields, my customer experience proposition is impacted. Especially in our time when CSR (corporate social responsibility) has more and more impact on consumption, and so much the better!
We noticed that since 2017, more than 50% of business investment projects involve a better customer experience, stemming from a deep desire for customer loyalty and differentiation. A study conducted by a research institute specializing in customer experience (TemKin Group) shows that a loyal consumer is:
5x more inclined to make a second purchase
5x more inclined to forgive
7x more inclined to test a novelty
4x more inclined to recommend