Page 67 - Decoding Decisions ~ Making sense of the messy middle
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67 CHAPTER 4 INFLUENCING THE MESSY MIDDLE
The power of now
The immediate gratification of rapid delivery wasn’t a huge difference-maker
in our simulation, but it still had a meaningful effect on a handful of categories.
In fast-moving consumer goods (FMCG), products like detergent, moisturiser,
cereal, and cat food all saw consumers responding positively to offers of next-
day delivery (figure 12).
Figure 12
1st choice brand 2nd choice brand
100
100 28 42
75
72
50
59
25
0
Stated 1st choice brand Introduction of 2nd choice brand 2nd choice + stronger power of now expression
Power of now executions tested: “24 hour delivery” and “7 day delivery”. Transfer of preference from first choice
to second choice brand – “power of now” analysis, cat food category.
Same-day delivery also had an appreciable effect in the clothing and
children’s toy categories, where the convenience of this option serves to
de-risk a highly individual purchase. It may also be more effective when
deployed during evaluation, when it could help to differentiate between
competing propositions. However, whether the additional costs of free
delivery would be justified from a business perspective can’t be discerned
from behavioural data alone.
Source: Google / The Behavioural Architects. 10,000 simulated cat food purchase scenarios. n=1,000 category buyers, UK online shoppers, aged 18–65.
Numbers may not add to 100 due to rounding.
