Held in Amsterdam on October 5-6, the Shopper Brain Conference revealed some fascinatingly counterintuitive consumer insights. Unexpected emotional triggers, making things harder to boost engagement alongside brand perception, and the best ways to use scent, were among the key themes. We spotlight the top tactics.
Speakers acknowledged that consumers love brands that make things easy for them when ‘mission’ shopping. However, in the instant-gratification era, having to make an effort is increasingly accompanied by the perception of an elevated brand experience.
Emotional brand-consumer connections are crucial to creating lasting bonds. However, several speakers highlighted how retailers are frequently missing the mark – because the triggers that work aren’t always the ones that are expected.
The importance of engaging multiple senses to boost the intensity of an experience (and positive reactions to it) is well documented. But it was scent – the least-explored sense to date in commercial terms – which was speakers’ key focus.