eBay and Saatchi Art have together organized a new experience and reveal that the subconscious plays a major role while taking a purchase decision.
eBay and Saatchi Art collaborate to study the brain waves of different participants to see how their actions were related to the behaviors of a typical consumer. In partnership with MyndPlay, the event took place in eBay’s London pop-up store and explored what influences shopping habits.
Launched as world’s first subconscious shopping experience, the gallery-inspired shopping experience is targeted to give the consumers more customized recommendations. As the Director of Communications at eBay, Julia Hutton-Potts said, shopping has to be more more deeply personal and an expression of who you are, and shoppers need to recall this during their experiences. The experience compartmentalized the consumers into two parts, called shop-y-cat behavior and inspired shopper behavior.
According to eBay, shop-y-cats make up nearly half of the UK population, and are mostly men, who admit to often buying items simply to fit in and they, so to say, keep up with the Joneses. More than four in five shop-y-cats feel the pressure to fit in and while browsing their mental fatigue increases by 30% every 10 minutes. This is in sharp contrast with inspired shoppers who embrace a more intuitive approach, purchasing unique things they truly want, as an expression of their individuality. As their result, brain monitors showed that 84% of inspired shoppers experience a prolonged mental high, nearly twice that of shop-y-cats, a rush comparable to an F1 driver finishing a race.
The explanatory video of the experience is also very useful. You can take a look, here:
Rob Hattrell, VP of eBay UK, says,
We want to be there for consumers when inspiration strikes and offer a more personalised shopping experience. Through the Art of Shopping we’re exploring this in a fun, engaging way but the integration of interests at the end of the year gives a glimpse into how we see the future of shopping on eBay.
eBay is encouraging Brits to reject the boring and beige, and to stop shopping like everybody else. Instead, we want shoppers to be bolder and express their individuality.
You can check for more results about this perfect experience in social media, by searching the hashtags, #TheArtofShopping and #FillYourCartWithColour.