As humans we seek out emotion. Emotions translate into dollars. To better understand this connection we must understand a need vs. a want and how we as consumers understand this difference. While yes, we need vegetables, we all want that piece of cake. Why do we choose the cake knowing we need the vegetables? It’s a strong desire for that want and our irrational, illogical decision making processes prompt us to do so. Amanda Danish delivered an intriguing presentation providing insights around leveraging that emotional connection.
Do not underestimate the power of the want. Think back to Prohibition- the legislation of this “want” had a huge impact on economics for decades causing bootlegging, mafia, deaths, etc. - all stemming from a want.
We need to connect with shoppers emotionally. “Stack it high and let it fly” wherein we pile up groceries shelves high in the grocery store- will no longer work. Consumers want real connections, they need that real and authentic emotion during that critical moment of purchase.
It all starts with a relationship. We need to connect the brand, consuer, and retailer at this critical moment of truth. To do so we must embrace the 3 Cs- connectivity, community, and conversation. This detrimental meeting point using the 3 c’s must be authentic and truly react the consumer.
How can you make the fast moving digitally connected group feel a part of you? This group of Millennials are harder to connect to than ever. They don’t want to hear the fluff- How can you make a Millennials’ life better? What can you do for them?
Love trumps respect. We need to leverage love to establish a connection with consumers. We have 0:03 seconds to impact the consumer. In this time we must catch their attention, emit an emotion, hopefully connect, and finally drive a purchase. The brain can process emotion connected to visuals in .01 seconds- almost instantaneous. We must fully understand the consumer to take full advantage of this small amount of time and drive the connection, thus the purchase.
Amanda offered 6 insights about emotions:
o 1. Emotional reactions are quick. Really quick
§ Emotional brain responds to an event more quickly than the thinking brain
· This is the “gut feeling” we all experience.
§ We must understand these emotions and learn how drive that connection.
o 2. Emotions are inevitable
§ They’re all around us and important to our decision making
o 3. Emotions have a powerful influence on our decisions
§ When emotional functioning is impaired- so is our logical decision making. They are connected and play a large role as a combined unit in our decision making.
§ We are drawn to positive emotions. Happiness, excitement, fun- these are the emotions we want to tap into and associate our brands with in order to drive the connection.
o 4. Positive emotions creates openness to the environment
§ They make us open to considering more options.
§ We must consider the entire environment and context in which the shopper is experiencing during this purchase decision.
§ What does the retail environment allow you to do and what emotional baggage will impact their shopping trip. How can we change this?
o 5. Emotion attracts attention
§ If logic was the only player- you can get by with only a few products- but this is not the case- emotions play a role, a very large role and this is what we must focus on to truly understand our consumer.
o 6. Positive emotions increase risk-taking behavior
§ Those thinking positively also think more optimistically. They are less likely to see things as risks and more likely to take risks- they will follow that gut feeling “It felt right”.
Shopper marketing is a behavior science- shopping is a behavior and we must understand what drives it.
Janel Parker, Market Research Consultant at SKIM, an international consultancy and marketing research agency, has a background in Marketing and Psychology from Cornell University. Her previous experience at a social media agency combined with her knowledge from SKIM provide for a unique understanding of the relationships between social media and marketing. She can be reached at firstname.lastname@example.org.