eBay has launched a new concept space in central London called The Art of Shopping. The gallery-themed, subconscious shopping experience involves mind-tracking technology that captures untapped moments of inspiration to create personalised shopping carts from eBay. Curated in partnership with Saatchi Art, the experimental space encourages Brits to combat uninspired purchases.
Last week, eBay released neuroscience based shopping research comparing the mindstates of shop-y-cats (who follow the crowd, buying the same items as others) vs inspired shoppers (intent on finding more personal, colourful and unique items). The study showed that 84 per cent of inspired shoppers experienced a prolonged high at checkout, comparable to the high felt by a Formula 1 driver finishing a circuit. Comparitvely, 82 per cent of shop-y-cats became fatigued by the pressure to fit in.
The study identified the ideal mind-state in which our brains are most open to inspiration. Like an athlete preparing to compete or admiring a work of art, this zone is achievable when we remain present, focused and calm when browsing.
Finding inspiration in the unexpected
For many of us, it might seem simpler to make the same purchases as others, but isn’t it much less satisfying? The experimental space, located at 2 Fitzroy Place, Mortimer Street in London, uses artful shopping inspiration to challenge guests to step outside their comfort zone, into the ‘inspiration zone’ and let their subconscious do the shopping.
In partnership with UK-based brain technology company MyndPlay, EEG technology will instantly unlock micro-moments of inspiration experienced by guests during their journey. A specially-designed algorithm – developed by behavioural psychologists – connects the space with a vibrant array of items from the eBay marketplace, which each produce a similar neurological response. Upon completion, visitors will receive personalised shopping carts filled with product suggestions based on their unique experience.
The power of art
Experts have long-proven that art has the potential to inspire us and even alter our brain chemistry. Through its research, eBay identified that the physiological state in which we view art is one of the most focused and open mindsets – a moment when you’re really you.
eBay has partnered with international art powerhouse, Saatchi Art to provoke moments of creativity and inspiration. Ten breathtaking modern artworks have been hand-selected by Rebecca Wilson, chief curator and vice president of Art Advisory, especially for The Art of Shopping.
Later this year, eBay will unveil a new homepage experience, built on artificial intelligence and machine learning, to provide shoppers with an unsurpassed level of personalisation. eBay Interests will deliver a tailored browsing experience; based on real shopping behaviour, serving up inventory and content tailored to shopper’s personal style, interests and activities or passions.
'Shopping has always been intensely personal. It’s an expression of what makes you, you. This year, we want to put inspiration back into shopping and encourage people to find what they love. We want to be there for consumers when inspiration strikes and offer a more personalised shopping experience. Through The Art of Shopping we’re exploring this in a fun, engaging way but the integration of Interests at the end of the year gives a glimpse into how we see the future of shopping on eBay,' says Rob Hattrell, vice president of eBay UK.