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Human Needs

/ People will shop for brands with emotional appeal

Featured Expert
Dr. Sharmila C. Chatterjee

Dr. Sharmila C. Chaterjee is a senior lecturer in marketing and the academic head for the MBA track in Enterprise Management at the MIT Sloan School of Management.

Convenience is important but, as human beings, we also desire the sensory stimulation, ambience, human interaction, and instant gratification of good merchandising that come from an in-store experience. So, trained and helpful sales associates are really important. It’s why John Lewis tops the charts in customer experience. Not only does the retailer have a digital interface through its mobile app, but it also has amazing service in-store with associates who are there to help and support you.

It’s this wonderful integration of the human element, the neat and organised ambience, and attractive merchandising that makes John Lewis stores appealing. To succeed, brands need to satisfy both the rational part of people – which involves providing good value for money, fair pricing, and convenience – as well as their emotional, experiential side.



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