To make brands
irresistible.
Arc’s mission:
Is yours? Find out >
understand what drives an
irresistible shopping experience.
To achieve this goal, Arc worked with EnsembleIQ to conduct extensive qualitative and quantitative research to:
BACK TO BEGINNING
THE FOUR RISK & REWARD QUADRANTS
more >
But what
is
"irresistibility"?
Irresistibility is emotional.
Our research revealed that an irresistible shopping experience best defined as an uncontrollable attraction to a product or service in which an emotional pull supersedes rational barriers.
When a purchase is irresistible it feels like fate—it’s meant to be and little effort is required.
It’s about FEELING over THINKING.
Ultimately, we learned that people make purchases because of who (they believe) the purchase will enable them to become and how they will feel as a result.
And we believe that irresistibility is highest when…
Desired Feelings
Actual Feelings
…throughout the entire shopping experience.
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Do you want to know how to make YOUR brand
more irresistible?
To find out your product category’s ‘irresistibility score’, select which quadrant you feel your brand best fits into.
Low Reward
High Risk
High Reward
Low Risk
Risk
Reward
Go ahead, just choose one...you can always come back to view the others.
Psst...
BURDEN
PASSION
ROUTINE
ENTERTAINMENT
Shopping for these products can be taxing – the process is not very rewarding, but there a lot of risk that can result in getting it wrong.
Shopping for these products can be exciting – there is a lot of risk involved, but there is also a lot of reward that comes with making the right decision.
Shopping for these products is not very exciting – there is minimal risk with making the right decision but also little reward.
Shopping for these products is fun – there is little risk but high reward with getting it right.
Examples: Tax Prep services, Insurance, Phone Service Provider, Washing Machines
Examples: Vacation, Luxury Cars, Designer Clothes, Baby Food
Examples: Toothpaste, Milk, Gas, Toilet Paper, Batteries
Examples: Candy, Beer, Fragrance, Snacks/Desserts
Your category’s ‘irresistibility score’ is
71.56
69.12
66.74
74.06
next step >
Shopping for brands in the ‘Entertainment’ quadrant tend to have the highest average Irresistibility Score.
Shopping for these products is fun—there is little risk but high reward with getting it right.
Average Irresistibility Index
Examples:
Candy
Frangrances
Beer
Snacks
Entertainment Shopping Experience: Most DESIRED Emotions
These are the top 5 emotions that shoppers really want to feel during the shopping experience for an ‘Entertainment’ purchase.
Happy
Smart
Beautiful
Confident
Attractive
Non-Irresistible Entertainment Shopping Experience: Biggest Emotional GAPS
When an ‘Entertainment’ shopping experience is NOT irresistible, there tends to be a significant gap between how smart, beautiful, attractive and inspired the shopper WANTS to feel as compared to how they ACTUALLY feel.
While not one of the top 5 most desired emotions, there is also a significant emotional gap for feeling ‘inspired’.
Inspired
Non-Irresistible Entertainment Shopping Experience: Emotional Barriers
Additionally, shoppers whose purchase experience for an ‘Entertainment’ product was NOT irresistible felt significantly more impulse driven, annoyed and scared than is desirable.
Impulse Driven
Annoyed
Scared
Entertainment Shopping Experience: Top 5 Tactics that Drive Irresistibility
For ‘Entertainment’ shopping experiences, the top 5 tactics for increasing irresistibility are…
Gift with Purchase
In-Store Display
Social Media Ad
Attractive Packaging
User Reviews
Entertainment Shopping Experience: Top 5 Barriers that Prevent Irresistibility
For Entertainment shopping experiences, the top 5 barriers to irresistibility are…
Poor Customer Service
Lack of Trust
Poor Quality
Disorganization
Lack of Options
To receive a personalized ‘Irresistibility Score’ and recommendations for increasing irresistibility, just answer a quick question and provide your contact information.
or return to risk & reward quadrant >
GET YOUR IRRESISTIBILITY SCORE
Shopping for brands in the ‘Burden’ quadrant tend to have the second highest average Irresistibility Score.
Shopping for these products can be taxing—the process is not very rewarding, but there a lot of risk that can result in getting it wrong.
Tax Prep
Phone Service
Insurance
Washing Machines
Burden Shopping Experience : Most DESIRED Emotions
These are the emotions that shoppers really want to feel during the shopping experience for a ‘Burden’ purchase.
Satisfied
Content
Non-Irresistible Burden Shopping Experience: Emotional GAPS
When a ‘Burden’ shopping experience is NOT irresistible, there tends to be a significant gap between how relieved, attractive and inspired the shopper WANTS to feel as compared to how they ACTUALLY feel.
Relieved
While none of these were among the top 5 most desired emotions, this is where shoppers are feeling the biggest emotional gaps.
Non-Irresistible Burden Shopping Experience: Emotional Barriers
Additionally, shoppers whose purchase experience for an ‘Burden’ product was NOT irresistible felt significantly more anxious, helpless, conflicted and bored than is desirable.
Anxious
Helpless
Conflicted
Bored
Burden Shopping Experience: Tactics that Drive Irresistibility
For ‘Burden’ shopping experiences, the top 5 tactics for increasing irresistibility are…
Contest/ Sweepstakes
Reward Program
‘New’ or Latest Indication
Useful Online Info
Expert Reviews
Burden Shopping Experience: Barriers that Prevent Irresistibility
For 'Burden' shopping experiences, the top 5 barriers to irresistibility are…
Too Many Options
Lack of Personal Knowledge
return to risk & reward quadrant >
To receive your personalized ‘irresistibility score’ along with an accompanying roadmap (which includes emotions to focus on/minimize, tactics to employ and barriers to eliminate) in order to make your brand more irresistible, click here.
Shopping for brands in the ‘Passion’ quadrant tend to have the second lowest average Irresistibility Score.
Shopping for these products can be exciting—there is a lot of risk involved, but there is also a lot of reward that comes with making the right decision.
Vacation
Designer Clothes
Luxury Cars
Baby Food
Passion Shopping Experience : Most DESIRED Emotions
These are the emotions that shoppers really want to feel during the shopping experience for a ‘Passion’ purchase.
Calm
Relaxed
Non-Irresistible Passion Shopping Experience: Emotional GAPS
When a ‘Passion’ shopping experience is NOT irresistible, there tends to be a significant gap between how beautiful, relieved, attractive and inspired the shopper WANTS to feel as compared to how they ACTUALLY feel.
While none of these were among the top 5 most desired emotions, this is where shoppers are feeling some of the biggest emotional gaps.
Non-Irresistible Passion Shopping Experience: Emotional Barriers
Additionally, shoppers whose purchase experience for an ‘Passion’ product was NOT irresistible felt significantly more guilty, anxious, not deserving, uncertain, insecure, indifferent and scared than is desirable.
Guilty
Not Deserving
Uncertain
Insecure
Indifferent
Passion Shopping Experience: Tactics that Drive Irresistibility
For ‘Passion’ shopping experiences, the top 5 tactics for increasing irresistibility are…
Samples/Trial
Promotional Offer
Pleasant In-Store Experience
Reward/Loyalty Program
Passion Shopping Experience: Barriers that Prevent Irresistibility
For 'Passion' shopping experiences, the top 5 barriers to irresistibility are…
Complicated Shopping Experience
Lack of Product Information
Shopping for brands in the ‘Routine’ quadrant tend to have the lowest average Irresistibility Score.
Shopping for these products can be taxing—the process is not very rewarding, but there is a lot of risk that can result in getting it wrong.
Toothpaste
Gas
Milk
Toilet Paper
Routine Shopping Experience : Most DESIRED Emotions
These are the emotions that shoppers really want to feel during the shopping experience for a ‘Routine’ purchase.
Non-Irresistible Routine Shopping Experience: Emotional GAPS
When a ‘Routine’ shopping experience is NOT irresistible, there tends to be a significant gap between how happy, calm, proud, organized, attractive, beautiful, unique & inspired the shopper WANTS to feel compared to how they ACTUALLY feel.
Proud
Organized
Unique
Non-Irresistible Routine Shopping Experience: Emotional Barriers
Additionally, shoppers whose purchase experience for an ‘Routine’ product was NOT irresistible felt significantly more overwhelmed, confused, indifferent, judged, bored and scared than is desirable.
Overwhelmed
Confused
Judged
Routine Shopping Experience: Tactics that Drive Irresistibility
For ‘Routine’ shopping experiences, the top 5 tactics for increasing irresistibility are…
Expert Help
Product Inspiration
In-Store Demo
In-Store Sampling
Routine Shopping Experience: Barriers that Prevent Irresistibility
For Routine shopping experiences, the top 5 barriers to irresistibility are…
Skeptical About Product
Lack of Reviews
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