Gaining a 360 understanding of customer feelings, motivations and emotions

Mario Purisic 52769

Last Tuesday, Sensum’s Retail Engagement Analyst Anna Zajac took to the stage to share our expertise knowledge at the Retail Design Expo 2017…

The Retail Design Expo is “Europe’s leading annual event for innovation and inspiration in Retail Design, Marketing, Visual Merchandising & Shopfitting from around the world.” With exhibits and conferences running over a two day period, retailers & marketers were able to grasp world class insight of how to create more exciting stores and improve customer engagement and experience.

Anna was a key member of the Shopper Marketing Conference panel, run by Sarah Mitson - Global Head of Brand and Shopper Insights at TNS Kantar. In order to help the audience gain a 360 understanding of customer feelings, motivations and emotions, Anna focus her presentation on three fundamental topics:

- Value of Emotional Intelligence

- Emotionalise the customer experience online and in-store

- Future of retail: What's emotion got to do with it?

For those that couldn’t make the conference, we wanted to highlight the key takeaways:


Topic 1 - Value of Emotional Intelligence

Memories are created when experiences evoke a strong emotional reaction. Therefore, if brands are to remain in the minds of their customers, they must create an emotional experience.

In order to be emotionally intelligent, brands need to gain a deeper understanding of their customer’s perceptions. Using some of the tools we provide, businesses can check how their audiences truly feel about them and ultimately recognise their brand’s emotional health.


Topic 2 - Emotionalise the customer experience online and in-store

While businesses will predominantly focus on their products, promotion and customer service, they must have an emotional understanding of why and how these will engage the customers online and in-store if to be successful. By tailoring solutions to provide customers with ongoing emotional experiences, businesses will more likely be able to 1) build long term brand loyalty 2) receive a positive brand image and 3) maintain an emotionally healthy brand.


Topic 3: Future of retail: What's emotion got to do with it?

Unfortunately for businesses, if a consumer doesn’t feel emotionally involved, they are not likely to ‘forgive and forget.’ Therefore, developing emotional connections with customers and appreciating their services is key for driving brand loyalty.

Instead of tracking and profiling people in the future, companies should build emotional relationships, increase engagement and strengthen brand loyalty. By tailoring solutions, experiences and products to meet consumers’ expectations, retailers can get to know their audience on a much more personal level and learn how they feel about the brand. Ultimately, the future of retail is emotional.