On 16th September 1998, new legislation was introduced in the UK.
The legislation limited the size of paracetamol packs sold over the counter. It reduced the previously unrestricted sale limit to a maximum of 32 tablets in pharmacies and 16 tablets in other retail outlets.
The aim was to restrict the number of tablets that could be bought in one go. Therefore reducing household stocks of paracetamol. Therefore reducing deaths through deliberate overdose. Something that had become an increasing problem in the UK.
So, did it work?
In a word, yes. The introduction of these rules in the UK led to a 42% reduction in death from paracetamol ingestion.
Now, a decision like that is the single most important decision someone could ever take. The fact that they had to go to more than one store to buy enough paracetamol shouldn’t affect their plan.
Yet, it did. For the good. Behaviour changed just by making things a little bit harder.
Small change. Big difference.
Why are we talking about this? Our brains like things to be easy. We tend to do what is easiest to do.
When you introduce friction you make things harder to do. Meaning we are less likely to do it.
When you remove friction you make things easier to do. Meaning we are more likely to do it.
This is particularly true in a busy retail environment. And it is particularly true when you are trying to get shoppers to buy a new product or trigger a new behaviour.
The easier you make something, the more likely shoppers are to do it.
Easier to try = more likely to buy.
So, how can you do this?
You can do it through priming. Telling shoppers where to find new products. For instance, when Ambrosia launched Porridge Pots, they included “find them in the cereal aisle” on out-of-store communication. On their recent Protein Shakes communication, Arla said “find me in the dairy aisle.”
Easier to find = easier to try = more likely to buy.
You can do it through accessibility. Being more available in more relevant places. This could be about relevant secondary locations. It could be about more impulse locations. It could be about partnering with other complementary products. Look at Nutella. They are just a hazelnut & chocolate spread. But they get everywhere.
More accessible = easier to try = more likely to buy.
You can do it through sizing. Reducing the amount that shoppers have to buy. This could be about sampling. It could be about trial sizes. Particularly if your product has multiple servings. Shoppers are much more likely to try the 50ml miniature than the 700ml standard bottle. The 5 teabag pack over the 80 pack.
Asking shoppers to buy less volume = easier to try = more likely to buy.
You can do it through occasions. Giving a product a clear role. It could be as part of a regime – think adding a scent booster each time you do a load of washing. It could be about adding to an existing behaviour – think eating a mint after every meal. It could be an occasion across the day – think “quick lunch solution.” It could be a day of the week – think Old El Paso and “Fajita Fridays.”
Giving shoppers a clear “when” = easier to try = more likely to buy.
You can do it through connection. Building relevant associations. If you’re a food ingredient it could be linking to a high volume meal – e.g. “add to spag bol,” “drizzle on pizza.” It could be connecting to a meal deal – e.g. “add gum for £x.” It could be about creating a new bundled solution. A breakfast bundle. A snack + drink bundle. A spirit + mixers bundle.
Creating clear connections = easier to try = more likely to buy.
So, ask a simple question of your activities. Are they making it easier or harder for shoppers to try you?
If harder, don’t do it. If easier, do it.
Because easier to try = more likely to buy.
Feel free to forward. Have a great weekend. Speak to you in a fortnight.