Emotional Connections – Gaining an Emotional Advantage
Leading brand owners invest heavily in shaping and moulding the perceptions that their brands create. They take care to align the values of their brands and to make sure consumers and shoppers perceive them as they are supposed to.
Unfortunately, there are a number of associations and values that the brand owners have no control over. These are the ones that are formed and hard-wired by the consumers whilst using and experiencing the products. When these potentially powerful purchase triggers are pressed in-store at fixture, the increases in share have been impressive. They have actually been achieved by turning the branding process on its head, that is to say, let the consumer shape the brand values themselves and then align with them in-store. Examples of this reverse emotional branding proving successful include:
- DIY Products – Turning a utility product into a usage experience helped increase sales
- Camcorders – Occasion based propping of the display improved sales by 14%
- Self Select Cosmetics – Occasion based graphics helped increase sales by 15%
Instead of trying to persuade consumers to take a particular point of view, remind shoppers of positive usage experiences, therefore anchoring the brand to the associations they themselves have made. Malcolm Gladwell covers this in much more detail in his excellent book, ‘The Tipping Point’.
Seasonal and gifting aisles offer significant potential in terms of promoting occasions related branding. As a result, when this has been done, there have been above average sales increases in categories as varied as confectionery, plant food and even consumer electronics. The shopper in the clip below browses a fixture of selection boxes before something triggers interest in a particular SKU.
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