At its work retail branding always respects the principles of Neuromarketing. Neuromarketing is a comparatively young, interdisciplinary field of research, in which psychological and neurophysiological findings are interpreted for marketing. Objective of Neuromarketing is studying motives for purchase decisions for ultimately affecting them. Arndt Traindl is known as one of the pioneers in this innovative marketing discipline. Together with his team of retail branding he is using it to optimize store branding projects.
It is a well-known fact, that 70 % - 80 % of purchase decisions are being made unconsciously, the "rational customer" certainly is a myth. It also has been proven, that purchase decisions can be affected - last but not least on the POS. The better we know and respect the target group's motive structure, the more accurately we can affect their decisions. The brain's emotional evaluation system (limbic system) selects and evaluates incoming stimuli. Both, sex and age and - as pointed out - individual motive structure are playing a decisive role.
A person's motive structure is genetically predetermined and will be individually shaped and developed by life (cultural impact and learning). The four basic motives are security motive, social motive, alpha motive (power, dominance) and discovery motive. What causes joy and pleasure for a discoverer, will bring pain and sorrow to a security oriented person. A dominant alpha-person will gladly defeat an opponent, the social person will suffer with the loser. These crucial differences have to be respected and followed at each and every message on the POS. The result will be a significantly higher neuronal activity at the recipient, and consequently a better disposition to buy.
