• STAY INFORMED OF

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Hope In Store: How Lululemon, Starbucks Stand Out In A Fear-Filled Election And Retail Environment

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Is fear the secret to winning consumer’s hearts? I don’t think so, though there is no denying it’s an effective sales tool. This is why I think turning it on its inverse, into hope, makes much more sense. We are still recognizing a fear, but appealing to the brain’s more positive way of dealing with it. Apple, for example, has joyful ads, but they also trigger a fear of being left out. Our suspicion of strangers is calmed when retailers put a face on their brand. Think of Starbucks, and you picture a smiling barista making you a cup of job-winning inspiration. The free return policy at the ever-friendly Zappos.com quells our fear of the unknown, while our worries about getting our packages on time is resolved by Amazon Prime . And there is a reason why all Target locations follow the same store format – to cater to our love of routine

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FORBES 8/9/2016

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