Neuromarketing in practice

How physical spaces can be used profitably in the digital age.

With the advent of digitalization, a large part of business deals has shifted to the digital space. There is often no absolute need for the customer to make the way to a branch for a purchase. However, physical spaces and face-to-face contacts offer decisive advantages, especially for customer loyalty and differentiation. Through a skilful approach of all five senses, emotionally very strong experiences can be created. In addition, the POS offer a chance for a scarce commodity: real personal contact.


Content overview:
1. Raiffeisen branch >
2. AGROLA TopShop >
3. Emotionalize your customer spaces too >


Case 1: Raiffeisen branch

zutt-neuromarketing-Anspruch

1. TASK
To put Raiffeisenbank, bank topics and bankers on an equal footing with the customer – through new rituals and emotions never seen before in the banking world.

zutt-neuromarketing-Insights

2. INSIGHTS EMOCOMPASS® STUDY
• The at-home feeling is the emotional core
• Innovation hub, on the other hand, does not match the desired emotions
• Learning, on the other hand, meets the emotional target – when charged by a personal touch

EmoMap© for Raiffeisen branches

EmoMap©: It is not about the top, bottom, left or right – the distances between the individual research objects to the desire (GOLD STANDARD) are decisive. The further the distance between two pins, the more different the sensation.

zutt-neuromarketing-Erfolg
3. SUCCESSFULLY EMOTIONALIZED RAIFFEISENBANK THALWIL
• 5 minutes before the agreed consultation date: The customer advisor waits for the customer in the customer zone at the high desk (while working on a notebook)
• At the large screen, the customer and consultant “fly” over their own market area and discover together perhaps even the customer’s home
• At the bar, the customer advisor himself or herself (not an assistant!) prepares a cup of coffee, cappuccino or tea for the customer.
• These are all newly created rituals for a surprising customer experience on an equal footing

Case Bild einer Raiffeisen Filiale


Case 2: AGROLA TopShop

zutt-neuromarketing-Anspruch

1. TASK
To really emotionalize AGROLA’s gas station shops and help them to generate more revenue.

zutt-neuromarketing-Insights

2. INSIGHTS EMOCOMPASS®-STUDY
• Food is a highlight
• Bakery goods and coffee are desirable catering offers
• Regional references and rural attributes play a major role

EmoMap© for TopShop AGROLA branches

EmoMap©: It is not about the top, bottom, left or right – the distances between the individual research objects to the desire (GOLD STANDARD) are decisive. The further the distance between two pins, the more different the sensation.

zutt-neuromarketing-Erfolg
3. SUCCESSFULLY EMOTIONALIZED TOPSHOP-BRANCHES
Changes in the look of the store, store layout, private label line and rituals based on concept inputs from ZUTT & PARTNER

Before and after of the emotionalized TopShop branches


Emotionalize your customer spaces too

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