Hold On!

Hold Up

Please select a minimum of three sectors in the menu above.

Got It
SHOPPING 2020

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.

EXPLORE EXPERT OUTLOOK 2020

RELATED

  • Article image 2020 Expert Outlook on Shopping

    Why is the human touch still needed in stores? How are brick-and-mortar outlets championing sustainability? And what role will voice tech play in browsing and buying? In this part of the 2020 Expert Outlook, we speak to three experts about the factors affecting how we shop online and IRL.

  • Article image Neighborhood Goods: pop-up appeal in a permanent space

    With major chains closing branches and e-commerce eating into customer bases, American department stores are having to innovate to remain relevant. Neighborhood Goods is going about this by offering an ever-changing product selection, a focus on community, and complete transparency.

  • Article image Amazon Treasure Truck: digital deals in IRL spaces

    Amazon’s success has been built upon product accessibility rather than exclusivity, letting people buy almost anything in just a few clicks. But with the Treasure Truck, the retail giant is embracing the unique rush that IRL shopping can bring, offering limited edition deals in shifting locations.

  • Article image How brand tribalism is changing brick-and-mortar

    The physical shopping experience may never match the ease of e-commerce, but that doesn’t mean people are abandoning the high street. Brands are using concept stores, cultural events, and customisation to attract footfall and communities that care about more than products alone.