April 2-3, 2019

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Conquering E-Commerce by Capturing Consumers’ Gut, Heart and Mind

Room 4 | 9:15-9:45 | Wednesday, April 3, 2019

In e-commerce, companies are scrambling to compete with resourceful market leaders and nimble challengers. Success requires messaging and business models that connect with consumers on all levels – rational as well as emotional and intuitive. We’ll examine a real-world case study in which Arm & Hammer tapped into impulse, emotion and conscious reflection to identify the best approach to maximize e-commerce sales growth.

This includes testing:

  • The differences in the shopper journey between browsing/buying at Amazon versus progressing from Google to a direct-to-consumer e-commerce Web site.
  • How to capture attention, retain and close the sale.
  • The impact of variations in visibility, price and length of messaging on click-throughs and purchases.
  • The importance of getting the specific words right – when you can only communicate a sound bite or two at various points on the shopper journey.

Presentation type:

  • Case Study Presentation

Subjects covered:

  • Predictive analytics
  • Industry trends – future of marketing research
  • Emotional measurement (neuroscience/eye-tracking)
  • New techniques – qualitative and quantitative


  1. Impulse, emotion and reflection are important cognitive factors in e-commerce purchase decisions.
  2. These System 1 and System 2 measures provide different indicators that align with the e-commerce shopper journey.
  3. Screening e-commerce approaches on these measures provides important insights into the most effective direction to pursue.


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