Emotions are very powerful things, and all buyers are influenced by them. Supermarkets take advantage of this by putting “impulse buy items” by the checkout counter. Smart marketers take a more long-term view. They take action over time to build the strong positive emotional connections that can drive both loyalty and sales. |
CAN EMOTIONAL CONNECTIONS DOUBLE YOUR SALES?
Emotionally connected customers can be goldmines A recent study for the retail sector1 compared two groups of happy customers: those who feel an emotional connection to a brand versus those who are merely satisfied with the brand. The emotionally connected customers proved to be far more valuable. They spent up to twice as much (or more) with their preferred retailers, and were nearly four times as likely to recommend these companies. On average they had a 306% higher lifetime value, and stayed with the brand 1.7 years longer. Build emotional connections with your customers How do you create this type of emotions-based loyalty? Start by identifying the emotional need(s) that your brand can fulfill for your customers, and then keep these in mind as you implement the following tactics:
Finally, use your marketing materials. The words and images you use can help foster a strong positive emotional connection right from the start. People are emotional beings. Use that to strengthen their relationship with your brand. |
CUSTOMER SPOTLIGHT: CARE PATROL |