IPSOS Is the Behavioural Lens Out of Focus? VIEWS Technology is also working hard to make it easier for all we need to do is say our initials or look at a device. Security shoppers to access information, see how product and is obviously a motivation for online shopping but ultimate services can transform their looks or that or their new car simplicity is a powerful force on behaviour. or lounge room. There is always room to make a difference to shoppers’ mental effort. But in retail physical effort can Gradually e-tail is moving to a “zero-friction” world where never be discounted: a content and technology retailer was purchase behaviour remains driven by desire shaped by goals sharing with us how they had looked at shoppers’ heat and/or the moment and greatly facilitated by ultimate ease and maps in their flagship store and realised people often made a seamless customer experience (no negative emotion, feeling ‘bee line’ to the large wall of accessories but very few ended or mood along the way). up buying anything. After moving the island counter four small steps closer to the wall, sales took off. Health conscious grocery shoppers take the time to read back labels of the food products they buy. They are motivated enough to bother (i.e. bear the cognitive and time cost). They behave like real maximisers. UK shoppers more intent on avoiding unhealthy food choices can push shopping trolleys with new handlebars that scan barcodes and displays product information (e.g. low salt for butter) using coloured LED lights and smileys. A leading e-tailer in the Middle East tailors its positioning differently across countries and offers customers to an immersive and easy experience all the way to transaction and beyond. In one of the countries the company serves, the market is more sensitive about issues of online merchandise quality whilst in another country, the market is more likely to angst about a potentially limited range of online merchandise. Given customers drive to keep away from negative emotion, the e-tailer presents a different face upfront in each country to keep negative emotion at bay and ensure it can successfully engage customers. New payments systems from Fintech for retailers (e.g. Affirm POS loans) give shoppers more control and more transparency into payment (and repayment for credit) though they don’t really make payments easier than say near field technology (NFT) enabled credit cards. Despite NFT our in-built tendency to minimise mental and physical effort means we will respond to even more efficient payment systems: technology companies are experimenting with voice and facial recognition systems so 14