The Subconscious Shopper: Unpacking Behavioral Science in Retail Media
In this insightful follow-up to his research presentation, Professor Dhruv Grewal joins STRATACACHE CEO Chris Riegel for a deep dive into the psychological triggers revealed by his landmark 30-million-receipt study. The discussion shifts from raw data to behavioral science, exploring how digital signage functions as a “reason to buy” by engaging the subconscious mind. Grewal explains the concept of “peripheral processing,” where screens activate the latent needs of shoppers — particularly for emotional or “hedonic” products where the analytical brain often takes a backseat to impulse.
The conversation further examines how a shopper’s physical state, specifically their circadian rhythm, dictates their susceptibility to in-store messaging. From the impact of end-of-day fatigue on self-control to the way mobile phone distractions actually cause shoppers to wander and spend more, Grewal and Riegel unpack the hidden biological nuances of the modern retail environment.
Watch this fireside chat to understand why the timing of a message is just as critical as its content, and how the next generation of shoppers may interact with screens in ways we are only beginning to understand.
Speakers:
Dhruv Grewal – Toyota Chair in Commerce and Electronic Business, Babson College
Chris Riegel – CEO and Founder, STRATACACHE
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