homestoryboard18 NewsMarketing Mocktail: From heart to cart — emotional drivers of shopping explained
Marketing Mocktail: From heart to cart — emotional drivers of shopping explained
How to apply the emotional drivers
Let’s take an example of the ‘Make-Up and Cosmetics’ category in a physical store or on an e-commerce site.
The category is driven by three emotions for the woman shopper:
Dreaming: Imagining possibilities and how they might contribute to her lifestyle and relationships.
Sanctuary: Positive diversion by providing an escape from the demands of day-to-day life.
Mastery: Staying on top of new trends, seeing what’s out there, and learning what’s new.
If the design, presentation and merchandising of the category is woven around these three themes, it will create greater shopper engagement and conversion.
Whether you are a retailer, e-tailer or a brand marketer, turbo charge your shopping experience with emotions. As Neuroscience has concluded, “Reasons lead to conclusions. Emotion leads to action.”
Anand Narasimha is a corporate turned academician with over three decades of experience spanning Brand Marketing, Advertising, Consulting, and Teaching. He writes the column Marketing Mocktail for Storyboard18. Views expressed are personal.
Note to readers: Storyboard18's latest column Marketing Mocktail breaks down and explains the big ideas, new disruptions, older concepts and marketing practices that matter in the modern age.
(Edited by : Sangam Singh)
First Published: Apr 24, 2023 3:34 PM IST
Check out our in-depth Market Coverage, Business News & get real-time Stock Market Updates on CNBC-TV18. Also, Watch our channels CNBC-TV18, CNBC Awaaz and CNBC Bajar Live on-the-go!
