Nudge marketing is relatively a new phrase but the technique has been around since commerce began. Merchants have always known you can sweeten a deal by picking your moment. Knowing there was a last minute feast meant the king’s chef required plenty of fresh spices at short notice. The key of course has always been knowing your audience and anticipating need. Time it just right and you can encourage a sale with a well-chosen message or offer. It’s almost guaranteed that lazy, badly organised men will probably respond gratefully to a Christmas Eve gift-wrapping service.
What has changed however, is the use of technology to be able to do this on a large scale but tailor a message to an individual. Through analysis of a customer’s progress through an e-commerce site. Therefore it’s possible to track and target those who leave before they reach the checkout then nudge them into purchase at a later date.
TNT recently launched phase 2 of their e-commerce tool tntdirect.co.uk and as part of the build Key Parker designed a module to allow the marketing team to devise and deliver nudge messages to customers who haven’t yet placed an order for parcel delivery. They had seen that potential customers were using the site for a quote but not necessarily buying. With the module it’s possible to analyse the destination of every delivery quote and then create a competitive, targeted offer to encourage a sale to groups or individuals. We’ll be monitoring progress and will report back soon on how TNT have employed their own nudge marketing offers.