AllSaints rules our Behaviours

To say the fashion industry is cut-throat and out for the cash in our wallets could possibly be one of the biggest understatements of all time, but the UK fashion brand AllSaints has done something which is particularly interesting. 

Think back to the last time you went shopping online. You might have looked around the site, added a few things to the basket, looked at the price and thought again. That's it right? Not any more. On the AllSaints website, once you fill your basket a timer starts. If you don't make a purchase in the next hour, an emails arrives in your inbox gently reminding you that not only is you basket saved, but it is there waiting for you to complete it.

This is a very simple prompt, but potentially powerful. Remember of course, we live in an age where email is not a service in your office, but a ping in your pocket courtesying of your friendly smartphone.

Why is this important? In his model of behaviour motivation, B J J Fogg describes three aspects which combine to change our behaviour. These are motivation (how much we want to do something), ability (how easy it is to engage in that action) and triggers (little prompts telling us to take action). So why am I blogging about a fashion brand?

When you visit the website and start adding cloths to your basket, you have just self selected yourself as being highly motivated, you want those cloths and you want them NOW. You might not have lots of money, so you didnt complete your order, so there is a limit there and you wonder off into cyber space. So now what? The email comes through, all it will take is a few clicks for that basket of items you really want to be yours, the technical and functional ability is there, and it is super easy. This (to a degree) overcomes issues of money being the reducing factor, in essence raising your perceived ability to engage in the purchase. What's more, the email is a perfect trigger, delivered in an acceptable, professional yet informal way. In the words of Fogg, it is putting a trigger in the path of a highly motivated person at the time when their ability to engage in the activity is high.


Now, I have no inside knowledge of the way AllSaints do business, but I am pretty sure that behind that very slick and professional website is at least one person very plugged into the way in which we think, feel, want and live. What's more, that person is out for your cash and doing a very fine job too. Fortunately for me, I am slightly in love with the brand...