Stumble Upon Serendipity as a Sales Tool

While searching for one desired thing, you unexpectedly spot something else even more appealing. Or you weren’t looking for anything in particular and cross paths with a highly appealing experience The pleasure in the discovery is greater because you avoided the expenditures of time, money, or effort specifically seeking the item and because you feel special for having been in the right place at the right time. That’s a Serendipity Effect.
     A set of studies at University of Sydney, University of Florida, University of Basel, and Rutgers University gives suggestions for mobilizing serendipity to improve the customer experience so that customers will want more. In an example analyzed by the researchers, participants were users of a subscription service such as Birchbox, Stitch Fix, or The Tie Bar. With these services an item arrives at expected intervals. The subscriber can choose products themselves or have products selected for them. The researchers found that those participants who had received products selected for them reported higher satisfaction with and feeling of meaningfulness in the purchase, greater willingness to recommend the company, and more interest in extending the subscription.
     Using serendipity to good effect requires a balancing. We’ll want to know enough about the consumer’s characteristics to select items they’ll like. But the items must be different enough from what they expect for them to feel surprised. In order for the consumer to notice us, we’ll need to let them know exactly where and when they can expect our offerings. But there must be enough uncertainty to bestow a feeling of luck when coming upon the serendipitous discovery.
     The researchers suggest you lead the consumer to believe a recommendation will be from among a large number of possibilities and that you avoid phrasing like, “We’ve made this selection carefully for you after examining your preferences.” When it seems like the person has been surveilled, the pleasant experience no longer feels fortuitous.
     Promotional discounts gain effectiveness when they have the elements of surprise and luck associated with serendipity. In a study at University of Arizona, Arizona State University, and University of Pennsylvania, people were asked to assume they had to buy an essential item at a store and they also could buy other items while there. A surprise discount resulted in about an 8% increase in the quantities purchased of other items, more than making up for the store revenues lost from the discount.

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