What is Your Retail Emotional Rescue? (Part 1 of 2)

Every once in a while events happen in our life which change our way of thinking.  Sometimes this is sudden, and sometimes it is gradual.  The latter is the case for me in this instance.  Over the last several months, I have been exposed to some incredible creative and marketing talent.  The source of this has been some of the best colleagues and team environment I have ever been a part of.  In addition, I have read hundreds of blogs, industry articles, and several books such as Steve Jobs biography by Walter Isaacson, The Tipping Point, Brandwashed, and most recently Brainfluence. These factors combined have changed the way I see the retail world.

A part of one such book is worthy of note.  In chapter 11 of Brainfluence, Roger Dooley highlights the point that marketing efforts should appeal to all the senses; sight, sound, taste, smell, and touch.  My personal example is this:  As a young boy, my dad and one or two of my siblings and our family dog would hop in the family suburban every other Sunday and visit the local Dunkin Donuts for a dozen donuts. I would always order a white cream filled donut and a couple of donut holes for the family dog. We’d then hop back in the Suburban where I’d have to wait with anticipation for ten “long” minutes until we’d arrive at home and I could enjoy the smooth, silky taste of the cream and moist taste of the donut that went with it.  Today, I still enjoy the Dunkin brand, although it’s usually a cup of coffee and a breakfast burrito that I order. Although, truthfully l still get one of their scrumptious donuts every so often. 

Without knowing it, as a child I was influenced by multiple channels, which in turn gave me a lasting emotional connection to Dunkin Donuts.  First of all I saw Fred the Baker in the “Time to make the Donuts” TV ads. This was enhanced at their store with their point-of-purchase marketing messages along with the aromatic smell of fresh baked donuts. I even remember the sound of the crinkling wax paper the attendant used to pick up my cream filled donut and put it in the box.  This was topped off with the grainy but soft touch of the donut and the taste of it as I consumed it.

Putting the sense of sound, taste, smell, and touch aside, how does the sense of sight enhance your buying decision as a consumer and your brand as a marketer?  Also, how does this help connect a customer better emotionally via multiple channels to your brand? An emotionally connected customer is one that cannot be ignored.  In a study by Motista, only 18% of consumers indicated they were connected emotionally to their brand. Also mentioned in this study was the fact that consumers who feel emotional connections to their retailers are four times more likely to shop those retailers when relevant needs arise. 

What brands have an emotional connection to you?

Ever walk into a Starbucks and it’s almost as if you’re put into a trance?  The sight of their warm, hearth like café environment, robust smell of various flavors of coffee, their well portioned pastries and visual merchandising have a huge appeal. Their store environment is so impactful that I’ve noticed how their coffee seems to taste better if I enjoy it at their store versus taking it to-go.  Their great customer service, with baristas often remembering customers’ names and favorite beverage add to the emotional impact.   Visit them online or via social media and you’ll find a consistent message being communicated.   It’s important to point out though, that if they had all other channels in sync; social media, web, print, TV, and radio but their store environment was lackluster, the emotional impact and revenues would fall flat.

Next week, I’ll highlight Sheetz and Pier 1 Imports.  In the meantime, I’d invite you to visit these or other retailers and see if you come up with the same conclusions I do.