Consumers Act on Emotions

Brands are revamping their marketing strategies to place a new emphasis on loyalty programs, personalization and other consumer priorities.

Many of these shopping experiences trigger a strong emotional response. Brands that connect emotionally with their customers performed better and showed higher loyalty.

A recent survey of 1,185 U.S. adults showed that the post-purchase journey is the most emotional part of the customer experience. According to the YouGuv study, 49% of consumers say they have been incorrectly marketed to by a brand. This sloppy marketing has drastically impacted future purchasing decisions.

In fact, 42% of consumers say they were retargeted with an ad for an item that they had already purchased. And 28% received materials that were not age-appropriate or for a gender they identify with.

While many of these findings are similar to previous years, one aspect of the survey provides a strong warning for brands not using personalization correctly.

A huge majority of the consumers, 88%, said they acted against brands that had careless marketing. Customer actions included immediately unsubscribing from all of the brand’s marketing content, choosing to block all content from the brand on social media and 22% even deciding not to purchase from the brand again.

Consumers admit that they are emotionally invested in the brands they buy. 42% said they made impulse online purchases to celebrate something.

These insights into how emotions impact when and where customers choose to shop should be top of mind for brands as customer loyalty becomes more important.

Of the brands eliciting the strongest emotional responses among their customers, clothing and apparel listed at 47%. Another 29% of customers in the electronics category cited emotional attachments to brands.

With consumer emotions running high, brands may not get a second chance when their customers are emotionally charged over mistakes.

A retailer’s reputation hangs in the balance when a product breaks, especially if the customer struggles with getting repairs. Make sure your customers are protecting their valuable purchases with extended service contracts from Centricity.

Centricity strengthens the relationship between our retail and manufacturing clients and their customers by offering product protection that delights consumers.

Centricity partners with retailers and manufacturers to provide customized product protection solutions that drive revenue and result in loyal, happy customers. If you want to learn more about product protection plans and customized implementation and training for your team, contact us today.

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