E(motional) Retail

via CEB Iconoculture Consumer Insights Blog http://www.executiveboard.com/iconoculture-blog/emotional-retail-2-2/

Posted on  4 December 13

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by Katie Elfering

After a recent shopping spree, I was pleasantly surprised to receive a handwritten thank-you card in the mail, complimenting my purchases and my style, offering additional customer service, and encouraging me to come back for future shopping. The catch? My spree happened online.

E-retail is making a move to be more emotional — and it’s not just indie brands that are leading the charge. (My shopping spree was at a mid-level mass brand.) While convenience and access are still driving values that move people to shop online, consumers are demanding more: more personalization, more experience, more emotion.

CEB Iconoculture Consumer Insights’ 2014 Top Trend report E(motional) Retail explores this movement. As consumer expectations are crossing siloes and channels, e-retail is adapting to be more like in-store shopping (and in-store is finding ways to be more like e-retail). This crossover brings more emotion into the shopping equation, marrying the best of both shopping worlds to create a truly consistent cross-channel experience.

Of course, we’re not completely there yet — not every online purchase needs to be emotionally charged and not every category can compete on that level of experience. But as consumers’ expectations continue to cross channels and blur boundaries, brands will need to consider how to balance the practical aspects of online shopping (access, convenience, thrift) with more emotional and personal desires (discovery, curiosity, creativity). We’re at the beginning of an e-retail emotional roller coaster, and consumers expect brands to be along for the ride.

photo credit: CEB Iconoculture Consumer Insights image