SHOPPER BRAIN IN BUSINESS
Excellence in Consumer Experience
October 5, 2017 15:45
Neuroscience teach us that for effective shopper marketing, personal relevance and emotional engagement are vital. A lot of retailers already consider the entire path to purchase and understand how best to influence consumers along their buying journey. They create an experience for shoppers that lead to an emotional response, and get their reward pathways to fire so that consumers will want to come and buy again There are three important points within the shopper journey—“pretail”, “retail” and “post-tail” environments. In pretail, marketing communications and word of mouth experiences can help retailers make a connection outside of the commercial environment and generate an emotional response with consumers that is stored for future use. In retail, the emotional memory is re-triggered and a buying opportunity occurs. Then, in post-tail, consumers bond with the product in a fulfillment experience. Importantly, during the post-tail experience, buyers also can become advocates, further setting up future buyers and reinforcing their own relationship to the brand, product or service.
Each step along the path to purchase is an opportunity to make an emotional connection. Three winning shopper marketers will reflect on this and share how they excel with a winning consumer experience strategy.
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