RBTE 2014: The Right Way To Influence Behaviour with Technology

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Information about RBTE 2014: The Right Way To Influence Behaviour with Technology
Marketing

Published on March 13, 2014

Author: TABInsights

Source: slideshare.net

Description

Yesterday, The App Business was invited to talk at the huge and very busy Retail Business Technology Expo 2014 (RBTE) at Earl’s Court in London.

We decided to use this opportunity to tackle one big strategic question: what is the right way to influence behaviour with technology?

Our Senior Strategist, Jean Francois Hector, didn't want to give another talk about all the ways retailers could use technology to get people to do ‘stuff’. Instead, he wanted to help retail execs start from the behaviours they want their customers to do – and exactly what it takes for that behaviour to happen – before they think about technology.

In his presentation, Jean Francois shared a simple, practical behaviour science model that TAB call MAT. MAT is a great way to think about behaviour first, rather than technology first.

So, for anyone who missed it, or is keen to learn more about MAT, you can take a look through our slides. To discuss MAT in more detail, get in touch.

© 2014 The App Business The right way to influence
 behaviour with technology Jean Francois Hector - Senior Strategist, The App Business © 2014 The App Business

© 2014 The App Business Today influencing behaviour should be easy, right?

© 2014 The App Business But getting people to do stuff is really hard…

© 2014 The App Business What does it take for a behaviour to happen? STANFORD PERSUASIVE TECH LAB Source: BJ Fogg, Stanford Captology

© 2014 The App Business M A T

© 2014 The App Business For a Behaviour to happen, B

© 2014 The App Business For a Behaviour to happen, 3 things need to come together at the same time: B M A T

© 2014 The App Business For a Behaviour to happen, 3 things need to come together at the same time: - Motivation B A T M

© 2014 The App Business For a Behaviour to happen, 3 things need to come together at the same time: - Motivation - Ability B T M A

© 2014 The App Business B M A T For a Behaviour to happen, 3 things need to come together at the same time: - Motivation - Ability - Trigger

© 2014 The App Business B M A T

© 2014 The App Business B M A T

© 2014 The App Business Put hot triggers on the path of motivated, able people

© 2014 The App Business B M A T

© 2014 The App Business B M A T

© 2014 The App Business out of M A T How to get the most

© 2014 The App Business B M A T B is for Behaviour

© 2014 The App Business Behaviour tip #1 
 Think about Behaviour 1st, technology 2nd

© 2014 The App Business Behaviour tip #1 
 Think about Behaviour 1st, technology 2nd First thenB M A T

© 2014 The App Business Behaviour tip #2 
 Start from a simple, concrete behaviour

© 2014 The App Business How do we get someone to buy
 a bbq they’ve already favourited? Behaviour tip #2 
 Start from a simple, concrete behaviour How do we increase average
 revenue per customer?✘ ✔

© 2014 The App Business B M A T M is for motivation

© 2014 The App Business Motivation tip #1
 Find out what customers are already motivated to do

© 2014 The App Business Motivation tip #1
 Find out what customers are already motivated to do

© 2014 The App Business Motivation tip #2
 Predict where & when they’ll be most motivated

© 2014 The App Business Motivation tip #2
 Predict 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

© 2014 The App Business B M A T A is for ability

© 2014 The App Business Ability tip #1
 Make it easy to do it on impulse

© 2014 The App Business Ability tip #1
 Make it easy to do it on impulse Wespak
 Impulse
 Saver

© 2014 The App Business Ability tip #1
 Make it easy to do it on impulse Amazon
 Flow

© 2014 The App Business Ability tip #2
 Easy is different things in different situations

© 2014 The App Business Ability tip #2
 Easy is different things in different situations Time Physical effort Habit Money Mental effort Norm

© 2014 The App Business B M A T T is for trigger

© 2014 The App Business© 2014 The App Business© 2013 The App Business Trigger tip #1
 Think broadly about triggers © 2014 The App Business

© 2014 The App Business© 2014 The App Business© 2013 The App Business Buttons Badges In-app notification Cards Email Display ad On product … SMS Trigger tip #1
 Think broadly about triggers © 2014 The App Business

© 2014 The App Business© 2014 The App Business© 2013 The App Business Trigger tip #2
 Make the trigger hot like a potato © 2014 The App Business

© 2014 The App Business© 2014 The App Business© 2013 The App Business Trigger tip #2
 Make the trigger hot like a potato Waitrose
 charity
 tokens © 2014 The App Business

© 2014 The App Business Let’s recap

© 2014 The App Business M A T

© 2014 The App Business B M A T For a Behaviour to happen, 3 things need to come together at the same time: - Motivation - Ability - Trigger

© 2014 The App Business Put hot triggers on the path of motivated, able people

© 2014 The App Business near The right way to use beacons is to make them MAT

© 2014 The App Business B M A T Understand what a
 customer 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

© 2014 The App Business

© 2014 The App Business

© 2014 The App Business

© 2014 The App Business Need any help? ! ! Call an expert View buying guide

© 2014 The App Business

© 2014 The App Business

© 2014 The App Business 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

© 2014 The App Business enquiries@theappbusiness.com Find out more: © 2014 The App Business

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