Brand Love for What Shoppers Experience

If you want people to say they absolutely love anything having to do with your store, University of Michigan research findings could help you out. You see, the researchers found that a consumer’s sensation of brand love can arise from different sources. Studies from a while back at Arizona State University and Texas Christian University came up with the same conclusion regarding what they called “love-smitten consumers.”
     Here’s my adaptation of what was found and how to use the information. One set of factors has to do with characteristics of the shopping experience:

• Self-store integration. Show how your store is compatible with the values held by shoppers. Almost all shoppers value staff expertise. Your shoppers love being served by experts. They judge the salesperson’s expertise even before the two start talking. The salesperson’s dress and body language say a lot as the prospective customer asks, “How much does this salesperson look like somebody I’d like to be?” If the store is busy, does the salesperson appear to have things under control? If so, that’s the mark of an expert.
• Positive emotional connection. When the shopper is happy, reflect the happiness. When the shopper seems sad or angry, show concern. Have staff greet customers and, to the degree possible, call them by name. We each love to hear others say our name as long as it’s said to support us.
• Long-term relationship. Control staff turnover so the repeat shopper feels they’re entering a familiar place.
• Separation distress. Offer an appealing distinctiveness so that your customers think long and hard about starting to shop somewhere else instead of at your place. The Arizona/Texas researchers spoke of a passion evidenced in strong urges to visit, even if only to look.

     Other factors have to do with enduring characteristics of the consumer:

• Feelings of passion about everyday activities. Coach sales staff to listen attentively when shoppers express urges to do business with your store.
• Confident certainty. Respect the shopper’s opinions. Also be there to buttress against fading certainty. Facilitate the brand love for your store by including some comfort products and indulgent services in the mix you offer.

     Brand love for your store counts for a lot. The Michigan researchers found that it was even more important than the consumer’s judgment of merchandise quality in predicting the consumer’s praise of your store to others and resistance to believing criticisms of your store.

Click below for more:
Build Store Advocacy Beyond Customer Loyalty
Love Your Role as Store Matchmaker
Break Up with Customers Graciously