The power of suggestion is a subtle yet highly effective tool in brand building. As the article highlights, consumers are more susceptible to buying suggestions than they might realise. By strategically presenting options, brands can influence consumers’ behaviour, drive sales, and foster loyalty. Let’s explore how this concept works and how brands can use it effectively with practical examples.

Leveraging incremental buying behaviour

One of the article’s core ideas is that consumers often follow the suggestions made in advertising or store displays. For example, if a product is advertised as “5 for Rs 50” or “Buy 3, get 1 free,” many customers will buy the suggested quantity, even if they originally intended to purchase fewer. This strategy subtly nudges consumers to buy more by presenting a quantity as the default or optimal choice.

• A grocery store promoting cans of soda might use signage like, “Limit 6 per customer: 3 for Rs 30.” This encourages consumers to buy up to the limit and creates a sense of urgency, making them feel they’re securing a deal. The suggestion leads consumers to perceive value and act on it.

The Power of Limitation and Exclusivity

Imposing limits, such as “Only 2 per customer” or “Limited stock available,” triggers a psychological response called the scarcity effect. Consumers are wired to value items that seem exclusive or scarce, leading them to act quickly to secure the product. The perception of exclusivity intrigues and motivates buyers, even if they didn’t initially plan to purchase.

• Luxury fashion brands like Louis Vuitton thrive on this strategy. By releasing limited-edition collections or setting purchase limits, they create a buzz and a sense of exclusivity. Consumers are drawn to owning something rare and are often willing to pay a premium.

Suggestive pairings and upselling

Brands can also use suggestions to pair products or encourage consumers to buy complementary items. Phrases like “Try this with…” or “Best with 3 of these…” subtly guide consumers to purchase more while framing it as a value-added suggestion rather than a hard sell.

• Fast-food chains like McDonald’s often suggest meal combinations at the point of sale. A simple suggestion, like, “Would you like fries and a drink with that?” This simple suggestion encourages consumers to opt for a complete meal rather than a single item. Similarly, online retailers use prompts such as “Frequently bought together” to upsell complementary products, making consumers feel like they’re making a better purchase decision.

Creating value through bundling

Bundling products together at a perceived discount amplifies the power of suggestion. Offering a deal like “Buy 2, get 1 free” or “Bundle for the best value” encourages customers to purchase more than they might have otherwise, as they perceive they’re getting more excellent value for their money.

• Amazon frequently offers bundling suggestions, such as “Buy these 3 items together for Rs 30.” This approach increases the average order value by suggesting items that seem like a natural fit. This approach guides the consumer to make an informed choice, despite their overall spending being higher.

Subtlety in Brand Messaging

The key to effectively using the power of suggestion lies in being subtle and respectful. Consumers appreciate brands that guide them without being overly pushy. A nudge, such as offering product recommendations or showcasing curated bundles, is more compelling than a hard sell.

• Spotify uses subtle suggestions to personalise users’ experiences. Recommending playlists like “Made for You” or “Songs You Might Like” encourages users to explore more content, increasing their time on the platform. This personalised nudge reinforces user loyalty while increasing the perceived value of the service.

Balancing Guidance and Intrigue

While guiding consumers is effective, brands must also intrigue them by limiting access or making products feel special. Exclusivity doesn’t just apply to luxury items—it can work across industries. When consumers think they might miss out, their desire for the product intensifies.

• Starbucks’ seasonal beverages, like the Pumpkin Spice Latte, are available for a limited time each year. This creates a sense of urgency and customer anticipation, driving sales during the seasonal window. The exclusivity of the product makes it a must-have for many.

Other examples

• Nike’s personalised recommendations

Nike has perfected the art of using subtle suggestions to influence customers’ behaviour. Nike provides personalised product recommendations based on users’ purchases and browsing histories in its apps and online stores. This tailored approach enhances the customer experience and significantly boosts conversion rates.

• Netflix’s content suggestions

Netflix uses sophisticated algorithms to suggest content that aligns with users’ viewing habits. By presenting personalised recommendations, like “Top Picks for You” or “Because You Watched,” Netflix keeps users engaged and encourages them to explore more content. This strategy has been instrumental in maintaining high user engagement and subscription renewals.

Future Trends in the Power of Suggestion

As technology evolves, methods for delivering subtle suggestions will become more advanced and personalised. Machine learning and artificial intelligence will be crucial for understanding consumer behaviour and providing even more tailored recommendations.

• Voice Assistants and Smart Devices

The rise of voice assistants like Alexa and Google Assistant offers new avenues for subtle suggestions. These devices can recommend products, services, and content based on voice interactions, creating a seamless and intuitive user experience.

• Enhanced Data Analytics

With the increasing data availability, brands can refine their suggestion strategies further. Enhanced data analytics will enable businesses to understand consumer preferences at a granular level, allowing for more precise and effective nudges.

Ethical Considerations

While suggestion is a powerful tool, brands must use it responsibly. Consumers seek guidance and value, but they do not tolerate manipulation or deception. Brands must balance persuasion with authenticity, ensuring their suggestions genuinely benefit the customer.

Conclusion

The power of suggestion is potent in brand building, driving sales, enhancing customer loyalty, and creating memorable experiences. By leveraging incremental buying behaviour, scarcity, bundling, and subtle messaging, brands can guide consumers toward desired actions. However, true art makes these suggestions feel natural, valuable, and respectful, ensuring the brand builds trust while achieving its goals. At times, as the article suggests, a gentle nudge is far more effective than an aggressive push.

Reference

https://brandingstrategyinsider.com/brand-building-with-the-power-of-suggestion