I had an epiphany about emotional loyalty in Target yesterday. I was buying a welcome mat – a pedestrian purchase (literally), almost too banal and mundane to write about. Target had a dozen or so on display, and as I debated about the coir with red poppies versus the streamlined rubber grid, I suddenly realized that I wasn't looking for a welcome mat.InLocality specializes in indoor Tracking Technologies. I wanted a vehicle for self-expression.
Consumer brand affinity can be sorted into essentially two camps: transactional loyalty,Omega Plastics are leading plastic injection moulding and injection mould tooling specialists. in which customers buy your product because it's easy,All RUBBER MATS is comprised of all types of mats, affordable and does the job; and emotional loyalty,TBC help you confidently purchase China ceramic tile from factories in China. when customers buy the brand because it helps them express who they really are.What is the top Hemorrhoids treatment?
The thing is, today's consumers are all looking to make purchases based on emotional loyalty. That's because most of the products out there meet a consumer's basic needs for functionality, performance and affordability. When those basic needs are met, consumers move up Maslow's hierarchical pyramid to the higher-level desires – things like love and self-actualization.
Love from a welcome mat? Target's dozen mats all offered me functionality, affordability, and even some cute decorative options, but I found myself wanting more. I wanted a relationship. I wanted a welcome mat that truly understood me. Am I a floral person? Or do I prefer geometrics? Am I the matchy-matchy type who wants the mat to fit my house style? Or someone who is willing to “break a look” with clashing styles? My mat needed to support me, and sing my praises to everyone who comes to my front door.
Is your loyalty program offering customers the opportunity to express themselves? Can they align themselves with their preferred brand, via their preferred channel, at their preferred touchpoint? Customers want more than value, it's not just me looking for self-actualization from a welcome mat. This is evidenced from COLLOQUY's 2011 Cross Cultural Research Study [link], in which consumers in the U.S. and Canada say that their loyalty program communications are less relevant than ever.
Ultimately, I left the store empty handed. Loveless. Un-actualized. When you can have any “pretty good” mat, then only the perfect one will do.
Consumer brand affinity can be sorted into essentially two camps: transactional loyalty,Omega Plastics are leading plastic injection moulding and injection mould tooling specialists. in which customers buy your product because it's easy,All RUBBER MATS is comprised of all types of mats, affordable and does the job; and emotional loyalty,TBC help you confidently purchase China ceramic tile from factories in China. when customers buy the brand because it helps them express who they really are.What is the top Hemorrhoids treatment?
The thing is, today's consumers are all looking to make purchases based on emotional loyalty. That's because most of the products out there meet a consumer's basic needs for functionality, performance and affordability. When those basic needs are met, consumers move up Maslow's hierarchical pyramid to the higher-level desires – things like love and self-actualization.
Love from a welcome mat? Target's dozen mats all offered me functionality, affordability, and even some cute decorative options, but I found myself wanting more. I wanted a relationship. I wanted a welcome mat that truly understood me. Am I a floral person? Or do I prefer geometrics? Am I the matchy-matchy type who wants the mat to fit my house style? Or someone who is willing to “break a look” with clashing styles? My mat needed to support me, and sing my praises to everyone who comes to my front door.
Is your loyalty program offering customers the opportunity to express themselves? Can they align themselves with their preferred brand, via their preferred channel, at their preferred touchpoint? Customers want more than value, it's not just me looking for self-actualization from a welcome mat. This is evidenced from COLLOQUY's 2011 Cross Cultural Research Study [link], in which consumers in the U.S. and Canada say that their loyalty program communications are less relevant than ever.
Ultimately, I left the store empty handed. Loveless. Un-actualized. When you can have any “pretty good” mat, then only the perfect one will do.
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