Name
The Anatomy of Irresistibility
Date & Time
Thursday, November 14, 2019, 10:10 AM - 10:40 AM
Lauren Hawes Katharine Van Dusen
Description
We’re in an era where shoppers have never been harder to reach, win or retain. People have the power to resist brands and retailers like never before. The winners are those who create commerce experiences that are truly “irresistible.” With this new reality, Arc & EnsembleIQ conducted a research study focused on dissecting ‘irresistibility.’ This presentation will cover the study’s key learnings including 1) uncovering the universal language shoppers use to describe ‘irresistibility,’ 2) defining the associations and attributes driving an irresistible purchase and 3) measuring the importance different factors have in creating a shopping experience that is wholly irresistible. 
  • Identify the quantified and validated factors that drive irresistibility at key moments of truth (beyond price/promotions)
  • Understand how these factors of irresistibility can vary depending on categories, channels, brands including when they’re present, dialed up, decreased and notably absent
  • Define where and how irresistibility can be increased along the p2p to make the experience better align with the expectations today’s shoppers now have.
Location Name
Learning Lab West
Full Address
Hyatt Regency Chicago
151 East Wacker Drive
Chicago, IL 60601
United States
Insights & Analytics Strategies