Pehea nā papahana kūpaʻa kūleʻa e hoʻokuʻi ai i nā ʻike a me nā ʻenehana waiwai

Nā Papahana Kūpaʻa Pono, ʻike ʻike, ʻepekema Behavioural

Kaha: ʻO kēia ʻatikala i kākau ʻia e Douglas Karr mai kahi nīnauele Q&A me Suzi ma o ka leka uila.

Hāʻawi nā papahana kūpaʻa i nā māka me kahi manawa kūpono e mālama i kā lākou mea kūʻai aku e kū nei a hoʻolilo iā lākou i mau mea aloha kolohe. Ma ka wehewehe ʻana, ua kamaʻāina nā lālā kūpaʻa i kāu mana, ke hoʻolilo kālā nei me ʻoe, a ke hāʻawi nei iā ʻoe i ka ʻike waiwai i ke kaʻina hana.

No nā hui, ʻo nā papahana kūpaʻa kahi ala kūpono e wehe ai i nā ʻike kūpono e pili ana i nā mea kūʻai mai, aʻo e pili ana i nā mea e hōʻailona ai iā lākou, a i ka hopena kūkulu i nā pilina ʻoi aku ka ikaika a me ka ʻike i loaʻa nā wā lōʻihi he nui. Me kahi manaʻo waiwai nui, hiki i nā papahana kūpaʻa ke kākoʻo i nā hana a ka poʻe kūʻai aku.

No ka poʻe kūʻai aku, he mea nui nā hoʻolaha a me nā pono manuahi, akā ʻoi aku ia ma mua o kēlā. ʻO nā mea kūʻai aku e like me ka manaʻo nui a makemake e kūkulu i nā pilina - ʻo ia ka mea a mākou e makemake ai e hana. Hāʻawi nā papahana kūpaʻa i nā mea kūʻai aku me ke ʻano o ka lilo ʻana, ka manaʻo o ka mahalo ʻia, a hāʻawi pū i kēlā dopamine hit ke ʻike lākou i kēlā mau perks e ʻōwili nei a i ʻole kū aʻe ana ke kūlana kūpaʻa. I ka pōkole, pili pono nā papahana kūpaʻa i ka ʻoihana a me ka mea kūʻai aku.

ʻAʻole pili wale nā ​​papahana ʻoiaʻiʻo i ke kūʻai aku

At Brooks Bell, hoʻonā mākou i nā pilikia ʻoihana paʻakikī ma o ka hoʻokolohua a me ka ʻike. Hoʻomaopopo ka hapa nui o nā hui i kahi papahana kūpaʻa kūleʻa ma ke ʻano he mea i pā i kā lākou mau pahuhopu ke hiki mai i kahi helu o nā lālā kūpaʻa hou a i ʻole neʻe i kahi helu o nā lālā mai kekahi papa i kekahi.

Eia nō naʻe, ka māka o kahi papahana kūleʻa maoli ka ʻike ʻana o nā ʻoihana i kā lākou papahana kūpaʻa ma ke ʻano he keʻa no ʻike ʻike mea kūʻai aku. Ma kahi o ka nānā ʻana i nā helu, nānā kēia mau hui i ka ʻike ʻana i ka no ke aha mai ma hope o ka hoʻopili ʻana o nā mea kūʻai aku me ka inoa.

Hoʻohana nā ʻoihana i kēlā ʻikepili e hoʻomaopopo hohonu i ka poʻe kūʻai aku a hāʻawi i ka waiwai kū ʻole i hoʻokumu ʻia i nā mea nui i kā lākou mea kūʻai aku. ʻAʻole noho kēlā mau aʻo ʻana i loko o ka papahana kūpaʻa - kaʻana like ʻia lākou ma loko o ka hui a loaʻa iā lākou ka mana e hoʻohuli i nā touchpoints he nui a kēlā me kēia mea kūʻai aku me kā lākou inoa.

Nā Paʻi Kūpono ʻo Loyalty e ʻalo ai

Nānā pinepine ʻia nā papahana kūpaʻa ma ke ʻano he kikowaena kumukūʻai ma waena o kahi hui, e hopena ana ma ka ʻaoʻao pinepine lākou - me ka ʻole o kahi moʻohelu kālā, nā kumuwaiwai, a me nā pono hana. Loaʻa i nā papahana kūpaʻa ka loaʻa nui o ka ʻike i ka ʻike akā, ma muli o ko lākou hoʻonohonoho ʻana i ka hui, e nānā paha ʻole ʻia a hoʻowahāwahā ʻia kēia. Paipai mākou i nā māka e hōʻoia i ka hana pololei ʻana o ke kūpaʻa me nā ʻāpana āpau o ka ʻike o ka mea kūʻai aku e like me ka e-commerce, mālama mālama ʻana, kālepa ʻana, a pēlā aku. He ʻike koʻikoʻi ko lākou e kaʻana a pono e hoʻonohonoho pono ʻia i hiki i ka hui ke pōmaikaʻi mai ka mea a lākou i ʻike ai. , a ʻo ka ʻaoʻao ʻē aʻe.

He aha nā ʻenehana waiwai?

ʻO ka ʻepekema Behavioural ke aʻo ʻana i ka hoʻoholo ʻana a ke kanaka. Kupaianaha kēia noiʻi no ka mea ʻaʻole hoʻoholo mau nā mea kūʻai i nā koho a nā ʻoihana e manaʻo ai. Nui a hewahewa nā haʻawina e wehewehe ana i nā ʻano hana like ʻole i hiki iā mākou ke aʻo mai e kōkua e hōʻoia iā mākou ke hāʻawi nei i nā ʻike maikaʻi i nā prospect a me nā mea kūʻai aku. He mea nui loa kēia i kā mākou ʻoihana, ʻoiai mākou e kia i ka wehe ʻana i ka ʻike o nā mea kūʻai aku e kūkulu i nā pilina ikaika ma waena o kā mākou mea kūʻai aku a me kā lākou mea kūʻai aku.

No ka ʻike hohonu o ka Behavioural Economics, kahi e paipai ʻia e heluhelu ʻia ʻIke ʻole Predictably: Ke Koa Hunahuna e Hoʻohuli i kā mākou mau hoʻoholo na Dan Ariely.

I ka wā e pili ana i nā papahana kūpaʻa, nui nā loina o ke ʻano o ke aʻa i hohonu i ka pāʻani ʻana - ka hōʻole ʻole, ka hōʻoia kaiāulu, ka hāmeʻa ʻana, ka hopena o nā hiʻohiʻona hiʻohiʻona, ka hopena holomua i hāʻawi ʻia, a me nā mea hou aʻe. No nā māka e noʻonoʻo pehea e kamaʻilio ai i kā lākou papahana kūpaʻa, koʻikoʻi ia e ʻike i ka makemake o nā kānaka e komo i loko, e ʻike i kahi ʻāpana o kekahi mea a makemake ʻole mākou e haʻalele i nā mea.

Paʻa kūlohelohe nā papahana kūpaʻa i kēlā mau māka āpau, no laila ke kamaʻilio nei me ka maopopo e pono ke kani koke. Ke hiki mai i ka hana ʻana i ka leʻaleʻa leʻaleʻa i mea e makemake ai kāu mau lālā e komo, pono e ʻike nā lama e ʻike maʻalahi ka holomua, e hōʻike ana i nā mea i loaʻa, a me ka hoʻohauʻoli ʻana he mana loa.

Kūkulu ʻia kāu ʻike kikohoʻe no ke ʻano o ka mea kūʻai maoli? Hoʻoiho i kā mākou keʻokeʻo a mākou i hana pū ai Kukahiko e kahakaha ai i nā loina hoʻokele waiwai ʻehā i hiki iā ʻoe ke hoʻohana e kūkulu i kahi resonant, intuitive, a me ka hoʻohuli ʻana i ka ʻike kikohoʻe kiʻekiʻe.

Hoʻoiho i ka Economics behavioral in Action

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