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As savvy and selective as today’s consumers might be, there’s no denying they have too much choice. To cut through the noise, brands need to understand the psychological levers at their disposal and harness these insights effectively.
In a nutshell, that means persuading people. Mentally, emotionally or behaviourally – so that they think, feel or do something that will lead them to choose your brand.
And when it comes to persuasion, there’s no greater playing field than retail. To get people to the checkout, you need to influence them. Sometimes subtly, other times overtly.
We can’t talk about persuasion without mentioning Robert Cialdini.
A professor of social psychology, Cialdini worked ‘undercover’ in places like telemarketing firms and car dealerships to observe how persuasion happens in the real world. This led him to develop his ‘six principles of persuasion’.
Let’s look at how each plays out.
1. Reciprocity
Ever wondered why MECCA’s membership program is so successful? Well, you mustn’t have ever received one of their beloved Beauty Loop Boxes. These pint-sized packages are filled with such good stuff, you just can’t help but go back for more.
We tend to give something back when we receive something.
To tap into reciprocity, think about what you can give your customers. It’s not just about free samples – although this is why they’re so effective – it’s about creating meaningful exchanges that build affinity. Whether it’s a rewards program or exclusive content, show customers that you value the relationship.
2. Commitment and consistency
This is the classic ‘foot in the door’ technique that salespeople have relied on since door-to-door selling was invented. It involves following a small, low-stakes request with a bigger, higher-stakes one. It’s why many online retailers try to grab your email address early in the journey by offering a small discount code: it makes the first sale a lot less of an ask.
We feel compelled to be consistent with what we’ve said or done in the past.
Commitment and consistency can be harnessed through customer journeys that build incrementally on previous, smaller interactions. This could mean suggesting complementary products based on your past purchases or celebrating milestones like anniversaries with the brand.
3. Social proof – conformity
If you’ve seen anything like ‘213 people viewed this product in the last 24 hours’ – and I’m sure you have – you’ve seen social proof in action. It’s especially strong in online retail, but the analogue equivalent of floor staff saying ‘this one’s really popular’ is underrated.
We look to others who are similar to us to determine what to do – the ‘herd mentality’.
Social proof is more relevant than ever in the age of social media. Brands should encourage and showcase customer reviews, user-generated content and influencer partnerships to create a sense of community and belonging.
4. Liking
Ever found yourself going back to the same café because the barista remembers your name? How about ordering a few more schooners than you planned on because the cute bartender was laughing at your jokes?
We agree – and comply – more with those who say or imply they like us.
Liking can be amplified by humanising the brand. Authentic storytelling, engaging with customers on social media and providing excellent customer service – face-to-face or online – all contribute to making the brand more personable and relatable.
5. Authority
Ever heard the line, ‘Nine out of 10 dentists recommend?’ Can you believe somebody actually thought of that? Genius.
We obey those with perceived expertise and credibility – the ‘white-coat effect’.
But authority doesn’t have to come from traditional experts. Brands can establish their own expertise through smart content, educational resources, and genuine thought leadership. Whatever you do, just show consumers you know what you’re talking about.
6. Scarcity
We’ve all fallen victim to this one. You’ve been eyeing off that new jacket for weeks and suddenly you see that there’s only one left in stock! Now buying the jacket feels all the more urgent, doesn’t it?
We see things that are less available as more valuable.
The crazed launch of YouTube stars Logan Paul and KSI’s Prime energy drink in the Australian market last year – which had kids literally storming supermarkets – also comes to mind.
Scarcity can be effectively used in marketing campaigns to create a sense of urgency and supercharge demand. Limited editions, exclusive releases and flash sales are tactics that can drive immediate action, but they must be used strategically and responsibly to avoid customer fatigue.
To persuade customers, you need to not only familiarise yourself with Cialdini’s principles but also integrate them seamlessly across the entire journey with your brand.
Retail brands that effectively do this can not only influence short-term buying behaviour but also build long-term brand affinity and sustained commercial success.
By finding new, creative ways to activate these principles, you’ll stay ahead in the competitive landscape and remain top of mind for your customers.
Harris Galloway is a behavioural strategist at Keep Left. He joined the agency in 2021 and brings a deep knowledge of consumer behaviour and a passion for unpacking cognitive biases.
Also, read about inclusive digital design for a more accessible future.
