The Power of Serendipity | The Integer Group®
Home > Shopper Culture > The Power of Serendipity

The Power of Serendipity

Thursday, October 1st, 2015

More and more brands are complementing their e-tail strategies, based on analytics and previous buying behaviors, with experiential programs rooted in more human impulses and the desire for unexpected rewards and surprises.

In new neuroscience research, Dr. Gregory Berns, assistant professor of biomedical engineering at Emory University in the U.S, and Dr. Read Montague, associate professor of neuroscience at Baylor University, suggest “the brain finds unexpected pleasures more rewarding than expected ones, and it may have nothing to do with what people say they like”.

Recent advances in virtual reality tools have helped brands recreate online the randomness and surprise consumers experience when they enter a store in the real life and it is also predicted that future virtual real tools will soon be able to develop multiple virtual scenarios and shape-shifting spaces that mutate according to users’ different impulses and emotions.

These innovations are definitely exciting, but the challenge for brands will be to explore the potential of virtual serendipity without overwhelming shoppers who are already dealing with zillions of choices every day.

Additional sources / Photo source: www.stylus.com

The Checkout: Holiday image

FEATURED

The Checkout: Holiday

Click to download the latest study on shoppers are planning their holiday shopping this year.

Learn More