Olsem wanem wanpela Nobel Prais-wining saikoloji prinsipol i ken senisim ritel prais strateji bilong yu-na hau ol ilektronik sel lebol i mekim em i wok long taim stret.
Tupela kap yoget i stap long sel bilong supamaket. Wankain bren, wankain sais, wankain prais. Wanpela ESL tag i ritim"I gat 20% gris insait long en". Narapela i ritim"80% gris-fri."
Yu bai makim wanem wanpela?
Planti manmeri i save kisim "fat-fri" wanpela nating. Tasol tupela lebol i tok long wankain 'yogurt'. Twenti pesen gris em i eiti pesen gris-fri. Besik matematiks.
Dispela liklik senis bilong wod-long "gat gris" i go long "grit-fri"-i senisim tru hau bren bilong yu i save makim prodak. Wanpela i pilim olsem em i no helti. Narapela i pilim olsem em i gutpela disisen.
Dispela em i'framing effect'. Na sapos yu stap long ritel, em i samting we i narapela long ol prodak we i save flai i go aut long ol sel na ol prodak we i save bungim das.
Nobel Prais Diskaveri
Long 1981, ol saikolojis Daniel Kahneman na Amos Tversky i givim ol lain i stap insait long dispela wok painimaut wanpela 'scenario' long stretim wanpela sik we i save kilim man. Taim ol i makim ol opsen olsem "sevim 200 laip," 72% i makim sef opsen. Taim ol i makim wankain opsen olsem "400 bai dai," 78% i makim long pilai laki.
Wankain matematiks. Wankain autkam. Ol disisen we i no wankain.
Dispela wok painimaut i mekim na Kahneman i kisim Nobel Prais long Ekonomiks.
Bilong wanem lus i paitim strong moa winim winmani
Insait long maket,lus i pilim nogut moa winim kisim i pilim gutpela. Taim yu kisim wanpela samting, em i wanpela diskaun tasol-gutpela, tasol yu ken lusim tingting long en. Taim yu lusim wanpela samting, em i mani bilong yu yet, sans bilong yu yet long wokabaut i go.
Wokabaut i go insait long wanpela supamaket na lukim wanem samting i kamap. Insait long hap bilong ol nupela kaikai, ol sopa i save bung klostu long ol prodak wantaim ol 'tag' i tok olsem "Limited Time - Last 2 Hours" o "Only 5 Left." Ol dispela samting i save go insait long ol kat insait long sampela minit tasol. Long wankain taim, long kona bilong ol klos, ol 'rack' we i gat mak olsem "Great Value" o "Super Savings" i stap nating, we ol kastoma i lukluk nating na wokabaut i go wantaim han nating.
Difrens? Wanpela freim i save kirapim pret bilong lus. Narapela i tok promis tasol long kisim winmani.
Pasin bilong no laikim lus em i 2-2.5x strong moa long pasin bilong kisim samting. "Misim aut" i save kirapim moa eksen winim "kisim wanpela dil."
Wanem mining bilong dispela long ol prais tag bilong yu
Ol wankain prodak wantaim wankain prais inap long gat ol narapela narapela sels bihainim hau yu tok klia long ol.
Han Sanitaisa: Wankain Prodak, Narapela Stori
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Gutpela Freim |
Negatif Frem |
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"Kilim 99% bilong ol jem" |
"1% tasol bilong ol jem i save stap laip" |
Tupela tok i wankain long sait bilong matematiks. Tasol "kilim 99%" i mekim yu pilim olsem yu gat lukaut. "1% i stap laip" i mekim yu tingting planti sapos dispela 1% bai givim sik long yu.
Lo bilong $100 Diskaunt
Wanpela siot bilong $30?"50% of"winim "Sevim $15."
Wanpela $1,000 laptop?"Sevim $200"winim "20% of."
Bren i save bekim wanem nambapilimbikpela moa. WantaimOl 'Electronic Shelf Labels', yu ken senisim hariap namel long pesen na dola soim long prais poin-wanpela klik long bek-end, olgeta tag insait long stua bilong yu i save kamap nupela insait long sampela seken tasol.
Bilong wanem ol prodak aninit long "Limited Time" ESL Tags i save salim hariap
Yu lukim ol prodak i flai i go aut long ol sel long supamaket bilong yu? Sekim ol ESL tag. Klostu olgeta taim ol i save soim ol toksave bilong hariap:
"Las sans-i pinis long dispela nait"i winim"Gutpela samting tru tude!"
"3-pela tasol i stap yet long stok"i winim"Baim nau na sevim"
Taim ol ESL sistem i konektim long 'inventory database' bilong yu, ol dispela 'loss-frame' mesej i save apdet otomatik:
Stock > 100:Soim "Best Seller - 5,000+ salim long dispela mun" (sosel pruf)
Stock < 20:Soim "[X] tasol i stap - i salim hariap" (skarsiti triga)
Stock < 5:Soim "Klostu Go!" + LED flash alert (maksimum urgensi)
Noken sekim long han. Nogat olpela 'tag'. Sistem i save pulim ol 'real-time data bilong ol samting na senisim ol freim taim ol stok level i senis. Ol toksave bilong sot i save kamap tasol taim em i tru-na i save lus otomatik taim restok i kamap.
Taim-Bes Frem Switsing
Ol narapela narapela taim bilong de i save singautim ol narapela narapela freim. Man i save raun long moning na man i save lukluk long apinun i gat narapela narapela tingting-na ol i save bekim ol narapela narapela toksave.
Wantaim ESL's 'scheduled display feature', ol dispela senis i save kamap otomatik:
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Taim bilong De |
ESL Display Strategy |
Bilong wanem em i wok |
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Moning ron (6-9am) |
"Kastoma Feveret" |
Ol bisi sopa i trastim ol manmeri-sosel pruf i win |
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Midde malolo (11 moning-2 apinun) |
"Spesel bilong tude" |
Ol 'browser' i nidim wanpela as long baim nau |
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Klostu long apinun (6-9pm) |
"Laspela sans tude" |
Lus freim i save kirapim eksen pastaim long pasim |
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Wiken |
"Sais bilong Famili=Gutpela Pe" |
Em i singaut long tingting bilong baim planti samting |
Setim wanpela taim insait long menesmen sistem. Olgeta 'tag' insait long olgeta 'aisle' i save senis wankain long taim ol i makim. Nogat wokman i wokabaut long plua. Nogat ol asua long han. Nogat sans yu lusim.
Long ol promosen zon we i gat planti trafik,LCD dijitel skrinstrongim dispela samting moa yet-ol vidio konten we i soim ol 'countdown timeers', ol 'flash sale animations', na 'real-time "X manmeri i lukim dispela" sosel pruf we ol 'static tags' i no inap long givim.
Taim 'Negative Framing' i win
Long ol manmeri husat i save tingim helt bilong ol, as tingting bilong ol long baim samting emabrusim hevi, i no kisim ol benefit:
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I no wok gut tumas |
Moa Gutpela |
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"I gat planti protin" |
"No gat ol samting ol i wokim" |
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"I gat planti vaitamin" |
"Nogat suga" |
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"Gutpela kaikai" |
"I no gat ol samting bilong lukautim kaikai" |
Ol kastoma husat i tingim helt bilong ol i no baim ol samting bilong kisim winmani-ol i baim ol samting bilong abrusim putim ol samting nogut long bodi bilong ol. Ol ESL tag insait long ol famasi na helt we i soim "Paraben-Free" o "Nogat Artificial Colors" i save winim ol 'feature-focused messaging.
Prais bilong Sabskripsen
Membasip long wanwan yia: $1,200/yia vs. "$3.29/de tasol"
Wankain prais. Em i narapela kain tingting olgeta. Taim yu brukim bikpela mani i go long ol liklik kos bilong olgeta de, dispela i mekim ol i pilim olsem ol i no bikpela samting. Ol ESL skrin long ol stua bilong salim ol samting bilong elektronik we i soim "$27/mun" na i no "$648" i save senisim ol 'browser' we i no laik baim.
Tanim ol samting nogut i kamap gutpela samting
Ol samting we i klostu long pinis bilong en i save givim salens long wokim piksa. "Bai pinis klostu" i no gutpela. Tasol stretim gen:
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Nogat Freim |
Strongpela freim long ESL |
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"I pinis long 1/15" |
"Daunim ol pipia kaikai - Spesel Prais Tede" |
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"Kliarens" |
"Laspela Makdaun - Ekstra 40% Off i go daun pinis" |
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"Laspela sans" |
"Flash Sale: Neks 4-pela aua tasol" |
ESL i mekim ol dispela taim-sensitiv swits i kamap hariap na otomatik. Konektim ol data bilong 'expiration' bilong 'inventory system' bilong yu long kirapim ol 'progressive markdown frames': 20% of long 3-pela de aut, 40% of long 1-pela de aut-olgeta apdeit na i no gat wanpela wokman i tatsim wanpela tag.
Ol LCD skrin long ol 'endcaps'inap long kisim dispela i go moa wantaim ol 'animeted "Flash Sale" countdowns we i kamapim trupela 'urgency', na tanim ol samting we i no gutpela tumas i kamap olsem ol 'velocity sales'.
Taim 'Framing' i no wok
Dispela 'framing effect' em i no samting bilong mejik. Em i save go daun tru taim:
Ol bikpela stek baim: Baim wanpela kar o haus? Ol kastoma i save putim bikpela wok long tingting na luksave long ol 'framing tricks'.
Ol saveman bilong baim samting: Ol wokman bilong B2B prokumen i save olsem "99% i wok gut" na "1% i no wok gut" i min wankain samting.
Ol ples we i klia: Taim ol kastoma i ken lukim tupela freim wantaim, dispela samting i pinis.
Ethiks bilong Freming
'Framing' em i strongpela samting. Dispela strong i kam wantaim wok bilong mekim.
Ethical Framing:
Soim trupela infomesen long kain kain rot ("80% skin"="20% gris"=tupela i tru)
Soim ol gutpela samting tru we ol kastoma i tingim
Yusim toksave bilong sot tasol taim ol samting i sot tru
Krusim Lain:
Giaman sot ("2-pela tasol i stap!" taim yu gat 2,000)
Mining bilong ol benefit we i no stap
Paulim ol lain we i no gat strong
Ethical framing i woki gutpela moalong-taim. Ol kastoma husat i pilim olsem ol i bin giamanim ol i no save kam bek. Wantaim ESL i konektim long ol trupela inventori data, ol 'scarcity' klem bilong yu i save stret oltaim-na dispela i save kamapim tras na tu i save kirapim ol sels.
Neks taim yu lukim wanpela prodak i flai long ol sel bilong ol supamaket, sekim ESL tag bilong en. Toksave i bikpela samting wankain olsem prais.
Askim yu yet:Mi tokim ol kastoma long wanem samting ol bai kisim, o wanem samting ol i ken lus?
Ol i bin pruvim dispela 'framing effect' long planti yia pinis. Wanpela nupela samting em i teknoloji bilong mekim wok long skel-senisim ol freim long taim bilong de, long level bilong inventori, long kategori bilong prodak, olgeta long wanpela menesmen dashbod.
Putim Framing Saiens i go insait long wok
LEGOYO ilektronik sel lebol na LCD dijitel skringivim yu ol infrastraksa bilong mekim ol 'frame-' prais strateji:
Wanpela-klik stoa-waid apdet: Senisim olgeta tag insait long seken, ino aua
Sediul freim senis: Setim ol moning/aftenun/nait displei strateji we i wok otomatik
Inventory-triggered messaging: Konektim long stok data bilong yu long ol 'real-time scarcity frames
A/B testing inap: Ranim ol narapela narapela freim long olgeta hap, skelim wanem samting i wok tru
LCD dainamik konten: Ol taima bilong kaunim daun, ol 'flash sale' na ol 'mations', ol 'video promotions' long ol hap we planti manmeri i save kam long en
Prodak Lain
E-ink Electronic Shelf Labels(2.66" i go long 7.3")
LCD Dijitel Prais Skrin(10.1" na 15.6", wanpela na tupela sait)
Ol LCD Displei we i klia
Intaektiv Kiosk Solusen
Gutpela freim em dispela yu bin traim. ESL i mekim tes i kamap.
