Causing Emotion

Lego Dragon

Does this photo make you feel like buying? Causing emotion creates purchase intent and conversion.

Almost all of our shopping decisions are made with our subconscious mind. That’s the place in our brain that has no voice box, so we can’t really describe how we arrived at most purchase decisions to anyone (researchers included).

When we’re in stores, we’re responding to emotions, making judgements based on how we feel. We’re on the lookout for emotional cues to guide us. Many stores have eliminated visual cues and cut back on humans as well, leaving us sterile environments devoid of emotional connection points. Price tags, even sale tage, don’t quite trigger that emotional tug.

When we feel nothing, we most often do nothing. This is fixable in any retail location!

On the other side of that coin, when we feel something, we’re pulled to respond. Our endorphins kick in and we feel “reward signals” that make us much more ready to buy. Let us help you discover and deploy solutions that cause emotional responses!

A great example of eliciting positive feelings can be found in the Lego store in Chicago’s WaterTower. Part of a friendly dragon (made of Lego’s) greets you at the door with a smile you can’t ignore. The Lego artistry throughout the space conveys feelings, bringing life-sized emotions right to the forefront of all the inanimate objects on display. What’s so cool about the dragon is that parts and pieces of him are emerging from the ceiling all over the store. When you look up and around the perimeter of the store, that dragon feels like he’s alive and right there with you. You want to bring him home.

The happiness is contagious. The energy is high, Laughter is everywhere. Kids and parents are playing together. Moms, Dads and Grandparents galore are cheerfully getting out their wallets. Retail success and shopper satisfaction, delivered with a smile. From a dragon.

Look around at the stores you work in, or those you shop in. Are they doing anything that makes you feel something?