In-store, there are many examples of the bandwagon effect in action. For example, supermarket wine shoppers will often go for the bottle that appears well depleted on shelf (bottles missing and far from fully faced).
- Appear popular – A key aim for your brand is to encourage shoppers to perceive that you are very popular and that you are the choice many other people go for.
- Be everywhere – Otherwise known as the mere exposure effect. The more shoppers see your brand, the easier it will be for them to recognise it and therefore, the more popular they will perceive it
- Be talked about – Give shoppers and consumers reasons to involve your brand in their wider conversation such as on social media.
The bandwagon effect is a powerful cognitive bias. One that offers your brand the chance to grow through a perceived popularity. But you also need to understand how in-store activity can undermine it. For example, straight after the mid-afternoon ‘rumble’ shoppers can’t tell what products have been selling well.