Research consistently shows that only around one third of purchases are planned and rational. This blog will help you understand what drives the other two thirds of sales.

Personalisation is Coke’s Recipe for Success

Coca-Cola has been doing well.

Recent figures suggest that Coca-Cola’s sales grew by 4.93% in the UK last year, compared to just 2.75% for the cola market as a whole.

And it’s all thanks to something as simple as writing people’s names on the cans.

As discussed elsewhere, humans have fairly limited cognitive […]

The In-Store War for Attention

Why do some brands get bought and others do not?

When it comes to selling in-store, there are two figures to bear in mind.

Firstly, the best guess is that our brains process 11,000,000 ‘bits’ of data every second, but only 40 of these are processed consciously. That means 0.0004% of sensory processing […]

Why Coca-Cola Life is Doomed to Fail

“…it is not the most intellectual of the species that survives; it is not the strongest that survives; but the species that survives is the one that is able best to adapt and adjust to the changing environment in which it finds itself.”
Charles Darwin, unfortunately, did not say this – […]

Get a ‘Pizza’ the Action

Imagine you own “A-Sleazy Luigi’s”, a pizza parlour. (Please also imagine that was not an offensive stereotype.)

How would you get customers to buy more toppings on their pizza, and spend more money? Would you have to cut prices, or offer some promotional incentive – both of which come at a significant […]

Apple’s Secret to Success

Customers are little monsters. The problem is they’re both powerful and unpredictable – like a monkey with a bomb. Just what exactly do they want? Do they even know? Companies nervously throw billions of pounds into things like focus groups, market research and panel data – seemingly to no avail. Remember New […]