How the Brain, Behavior, and Retail Environments Shape Decisions v3

Charis: Retail formats shape the design of creative in profound ways because they tap into different stages of the consumer journey. In e-commerce, people are quickly scrolling through products, and the goal is to grab attention fast. We're working with limited retail estate. Consumers' attention span is measured in fractions of a second. It's critical to engage consumers quickly and direct them towards a decision as fast as you can.

Carlotta: I think in essence, the level of competition that you have in a physical store in the real world is way lower than in the digital space. Say you're walking along the street or in a shopping mall, it is unlikely that you're going to find five beauty brands or beauty stores one next to each other. Now, when you're sitting on your couch and scrolling through your feed and your social media in a span of a few minutes, you will be targeted by different brands, potentially and likely offering the same type of product.

The communication that you need to do is way more competitive, way more aggressive, and you need to be clear on what are the benefits of your product and your brand against other options. 

Charis: Retail formats shape the design of creative in profound ways because they tap into different stages of the consumer journey. In e-commerce, people are quickly scrolling through products, and the goal is to grab attention fast. We're working with limited retail estate. Consumers' attention span is measured in fractions of a second. It's critical to engage consumers quickly and direct them towards a decision as fast as you can.

Carlotta: I think in essence, the level of competition that you have in a physical store in the real world is way lower than in the digital space. Say you're walking along the street or in a shopping mall, it is unlikely that you're going to find five beauty brands or beauty stores one next to each other. Now, when you're sitting on your couch and scrolling through your feed and your social media in a span of a few minutes, you will be targeted by different brands, potentially and likely offering the same type of product.

The communication that you need to do is way more competitive, way more aggressive, and you need to be clear on what are the benefits of your product and your brand against other options. 

Charis: Retail formats shape the design of creative in profound ways because they tap into different stages of the consumer journey. In e-commerce, people are quickly scrolling through products, and the goal is to grab attention fast. We're working with limited retail estate. Consumers' attention span is measured in fractions of a second. It's critical to engage consumers quickly and direct them towards a decision as fast as you can.

Carlotta: I think in essence, the level of competition that you have in a physical store in the real world is way lower than in the digital space. Say you're walking along the street or in a shopping mall, it is unlikely that you're going to find five beauty brands or beauty stores one next to each other. Now, when you're sitting on your couch and scrolling through your feed and your social media in a span of a few minutes, you will be targeted by different brands, potentially and likely offering the same type of product.

The communication that you need to do is way more competitive, way more aggressive, and you need to be clear on what are the benefits of your product and your brand against other options.