Sonia Friedrich

07/10/2026

I've launched: First Edition 2026: The Nudge Library
600+ Reference for behavioural science biases, effects, fallacies, heuristics, laws and more
Created over 15 years experience in applied behavioural science

A-Z format is easy to find, easy to follow.
1 concise definition + 1 master reference.
Download as a pdf 64 page booklet.

Enjoy!

The Nudge Library; shop; heuristics; biases; behavioural science

06/03/2026

How Aldi got it wrong. For me anyway. It's proven experiences change beliefs and behaviour faster than awareness or education. I went in unaware last week and experienced a ridiculous ending to what had been a reasonably good shopping experience. Mind you I'm still getting used the the self-serve checkouts at Aldi (which of course is contributing to their need for their new bad security exit experience).

All I hope is that the Exec team + CEO have watched the customer reactions on the security videos as we leave the store. If that isn't enough, I don't know what is.

Brand loyalty and customer lifetime value is built on trust.
If you now show me you don't trust me anymore.
Why on earth would I continue to trust you?
Sometimes you have to measure for the unintended consequences you are going to create. And measure them before you do the roll-out.

Did they do a pilot?
How long for?
Was it long enough to measure annual customer impact?

Today I didn't go in.
My behaviour changed based on the Peak-End Rule.

I've loved Aldi. Happy to shop there. Until last week that was. If you understand how memories are formed you understand they occur based on 3 things:

1. Peak Good Experiences
2. Peak Bad Experiences
3. How Experiences End.

It's the Peak-End Rule in action. All day, every day. Sorry Aldi you now bundle 2 + 3 in the ending and this means a hardwired memory. You can literally rewire a memory by making a bad ending, good. Aldi has done the opposite.

I have never seen such confusion and frustration from customers...who were happy.

How will it play out?
Will the saving from theft outweigh the loss from customers not shopping there?
I give them 4 months before they really see the loss in revenue from reduced customer returning figures.

Watch this space
See ya!
I'm going to the local fruit and veg supplier. They throw in an extra avocado or peach every time I go there. Small incentive, big return.

23/02/2026

How is 2026 shaping up financially for you? why is it that so many people struggle to speak about price? They can be confident, yet lose it all when the conversation turns to "how much?".

Add behavioural science to your pricing literally changes the game. The Year of the Horse is here. Act now and be empowered with your pricing.

My aim is you start to try something within 48 hours and measure direct bottom line impact.

This flagship and most popular live event is now available for you and your team to learn at your own pace, in your own time.

You can take a closer look here and turn the mystery into magic. Others have

Imagine a 526% increase in Customer AOV over 3 years
Imagine a 19% increase in revenue on site with one nudge alone
Imagine...what do you need. Imagine reaching that

Plus I'm happy to jump on a call with you anytime and share more.

How to make and save money with Behavioural Science. You can transform your pricing today. Learn how to apply 19+ insights from behavioural science to your pricing, to increase your bottom line and profitability.

15/07/2025

Big week next week. Brooke Eichhorn and I are presenting behamics at Online Retailer Conference & Expo. We're excited to speak on Day 2 in the AI Workshop Track.

Growth shouldn’t be a gamble. We’ll explore why it’s not enough to see what customers do — you need to understand why they do it, and how AI can react to your customer the moment they land. From CRO and personalisation, to driving high-intent traffic and improving inventory decisions — we’ll show how scientific methods, paired with the right AI models, can drive revenue on autopilot.

It will be fun. Come along. Listen. Learn. Apply. Say Hi. And of course, enjoy a Swiss chocolate on us.

Stay tuned...we're also speaking on Day 1

08/07/2025

How many breaches can you have in 1 day? LOTS!!!! Whale of a day. So great to be back out on the ocean for this season. It's peak time now. Thanks to Captain Angus and marine biologist Maddy with Out of the Blue Adventures. Brilliant day all round.

04/02/2025

How many discounts have you offered your customers already this year? How many will you now need to offer throughout the year to convert sales?

Did you know discounts damage brand value and reset reference points?

Next, you may wonder why customers only buy when there is a discount. It's a downward spiral that you can't get out of. Here's one reason why...

It's my NIA: Nudge in Action + Explanation...

04/02/2025

Here's the easy win for eCommerce.

The power of intelligent nudges based on behavioural science + causal AI is the easy and definite win for 2025. Here's proof in action with ESPRIT. Want an easy boost in revenue next month and the rest of the year? What's nice is this is the cherry on top of what you are already doing. Simply slide it in and we do the work for you. Our team of behavioural scientists and programmers are your extended team = capacity light for you. Now that's a win. No extra headcount required.

Guaranteed pay on performance and yes it truly is a single line of code. I know, everyone laughs when we tell them this. Then they insert it and realise its true.

DM for more info. I honestly know this is the easiest win for you this year. Blows my mind actually. So simple.

02/02/2025

Today, here's your easiest pricing decision, to make and save you money. My Flagship Behavioural Science Keynote:

'Irrational Pricing Wins!' is now available on-line.

Understand the unconscious drivers that show why customers spend money. Did you know it's so much more than your price and product? Today understanding the brain is your business and gives you an edge. Here's how..

Clear. Practical. Easy.
3+ hours of content
Free handouts included

Enjoy and let me know how you go. Designed to empower you and your team with your pricing and talking about money. Enterprise access is also available. Ask me how. You can implement with results, whether you sell your products or services on-line or on-land.

"...One of our first nudges was as simple as (###x) which saw:
18% increase in transactions
24% increase in revenue
19% increase in conversions
Our learnings from Sonia are now the driving force behind our entire conversion rate optimisation strategy and has permeated throughout our day to day decision making."

S.G.
Digital Strategy Manager.

You will make the most of today.

How to make and save money with Behavioural Science. You can transform your pricing today. Learn how to apply 19+ insights from behavioural science to your pricing, to increase your bottom line and profitability.

12/01/2025

A free tip that is free to implement written by my friend Nuala Walsh. Remember "you are the greatest". Experiment for a few days. See how you feel. See how you make others feel. Easy as...

The quickest way to boost your influence and your relationships is to validate others. So give what people really want: Tell them they're the greatest.

20/11/2024

Worth 2 minutes of your time if you are in eCommerce and forecasting your Black Friday revenue.

ESPRIT's bottleneck problem was a 70% cart abandonment rate. Reducing this plus reducing product returns and more, was a significant financial win.

It's not often a client allows you to share results. Thankfully ESPRIT are happy for behamics to share theirs. Here are their 3R'S - real-time replication results.

It's been tough for some in retail this year. With Black Friday days away and Christmas not much further, how much revenue will be left on the table?