Using the Science of Persuasion—and Advanced Segmentation—to Boost Online Sales

Last Tuesday was a snow day for most of us in the Northeast, and I used that time to finally get around to reading a marketing book that was recommended highly to me. The book is “Influence:  The Psychology of Persuasion” by Robert Cialdini, published in 1984. This social psychology classic uncovers the secrets of getting people to take action and contains principles that can be used by retailers today to boost online sales. 

Dr. Cialdini, a professor of psychology and marketing at Arizona State University, lays out six proven methods based on the science of persuasion that can get people to say yes to almost anything:

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The Six Steps to Activating Customer-Centric Insights in a Channel-Centric World

screen-shot-2016-09-07-at-2-54-02-pmMost retailers have made major investments in their marketing tools, their data, and their teams. They are aggregating customer information in data warehouses and making it accessible to marketing execution systems. New data science groups are being formed, and CRM teams are being integrated within the broader organization. So why is it still so hard to solve customer centric-challenges like the one time buyer problem? To reduce churn without over-spending on promotions? To focus your ad spend on consumers predicted to become high life time value customers?

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