Leveraging the Value of Emotional Connection

The challenge of achieving profitable growth can feel like an uphill battle for retailers seeking to build deep loyalty and brand advocacy with their customers. Increasing customer satisfaction is generally the focal point of their efforts, and in its pursuit retailers invest heavily in cross-channel experiences, unique product selection, and personalized communications and service. However, marketers aren’t seeing the return on investment they desire. These initiatives and investments ignore the most important aspect of customer value: how a person instinctively connects to a retail brand — what we call “emotional connection.”

Motista conducted a two-year study discovering the impact of emotional connection on the buying behavior of more than 100,000 U.S.-based consumers across more than 100 brands. We compared spend level, lifetime value, brand loyalty, and advocacy of emotionally connected consumers vs. those that are only satisfied customers. In this report, you’ll learn:

how the value of emotionally connected customers compares to those merely satisfied;
implications of activating emotional connection; and
which brands are actively leveraging emotional connection, and those that really need to.

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