The document discusses designing compelling moments when consumers make purchase decisions. It notes that purchase decisions are made quickly and emotionally. Over 80% of the decision is made in 13 seconds or less, driven by the "Blink Factor" of packaging design. It emphasizes that brands must attract customers through an emotional connection, own the "Blink Factor" to influence purchases in the moment through packaging colors and shapes, and retain customers by making their product an ongoing experience beyond the initial transaction.

1. Think
Blink
Designing Compelling
At-Purchase Moments

2. | [Client] | [Date]2
The decision to purchase is
driven by emotion and made
in the blink of an eye. We call
this the ‘Blink Factor’ and it
forms the bedrock of how
brands are purchased.

3. | [Client] | [Date]
80%Of the at-purchase
moment is decisive

4. | [Client] | [Date]
13 Seconds to Make a
Product Decision
http://www.nielsen.com/us/en/insights/news/2015/make-the-most-of-your-brands-20-second-windown.html

5. | [Client] | [Date]
Package design is your
most effective and
measurable marketing tool

6. | [Client] | [Date]
30% Sales Drop

7. Title Text
30% Sales Increase

8. | [Client] | [Date]
WHY?

9. | [Client] | [Date]9

10. | [Client] | [Date]
Effectiveness = Influence

11. attract
pre-purchase
moment
retain
post-purchase
moment
transact
at-purchase
moment
Needs
Preference
Consideration
Initial
Transaction
Final
Transaction
Usage
Active
Engagement
Validation

12. | [Client] | [Date]
ATTRACT

13. | [Client] | [Date]
50%
Average
Unplanned Store
Purchases

14. | [Client] | [Date]
•Young, unmarried adult households with
higher incomes do 45% more unplanned
buying.
• Households led by an older person and those
that have larger families do 31% to 65%
less spontaneous purchasing.
•Unplanned purchasing goes up by 44% if the
shopper goes to the store by car instead of on
foot.
http://knowledge.wharton.upenn.edu/article/not-on-the-list-the-truth-about-impulse-purchases/

15. | [Client] | [Date]
90%
Of All Purchase
Decisions Made
Subconsciously

16. | [Client] | [Date]
Hotspex Emotivespex TM evaluation model

17. 75
62
54 54 51 51 50 49 46 45
amazon.com iBooks CVS Macy's ebay.com
Top Emotive Tier
A study by Shikatani Lacroix / Hotspex on the emotional equities of online and offline brands, 2013

18. A study by Shikatani Lacroix / Hotspex on the emotional equities of online and offline brands, 2013
30 29 26 25 25 23
16 16
7 7
barnesandnoble.com drugstore.com* cvs.com Sears sears.com
Bottom Emotive Tier

19. Own a Single Emotion

20. Emotional Connection Value
Source: Scott Magids, Alan Zorfas, and Dianiel Leemon, From: “The New Science of Customer Emotions”, November 2015
52%Average Higher
Differentiation

21. | [Client] | [Date]
TRANSACT

22. Emotional Connectors: Visuals
40%Of all connections
are visual
80%Are color and
shape

23. Complexity of Choice
60,000Products in a
supermarket

24. Own a Shape

25. “Blink Factor” = Color

26. Title Text

27. Title Text

28. | [Client] | [Date]
RETAIN

29. | [Client] | [Date]
From Product to Experience
Source: Shikatani Lacroix Millennial Engagement Study, 2015

33. At-Home
In-Car
On-the-Go
From Product to Experience

34. From Product to Experience

35. | [Client] | [Date]
Take Away
ATTRACT:
• Creating a single “emotional attract”
strategy for your brand
TRANSACT
• Own the “Blink Factor” for your
packaging
RETAIN
• Make it an experience

36. | [Client] | [Date]
www.sld.com