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Loyalty to a product in the market is often about emotional attachment, not just about the transaction or item itself. The emotional attachment that the consumer makes with the product is what is going to fuel their support into the future for that brand. When they buy that product they aren't just buying the item itself but they are buying a feeling. When business owners take the time to consider how a customer might be feeling, it can provide them a great opportunity to receive some qualitative information about their business. Collecting the emotional data can be difficult, but knowing the emotional motivations of shoppers is what helps to push sales. 

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When we see a commercial, what we are seeing is a brand trying to sell us a feeling, a lifestyle, they are trying to get us emotionally attached to the product. And companies will spend millions of dollars doing it. The emotional attachment that the customer feels can explain why they will choose that product over another which might be identical in features or services that it provides. They play an integral role in what persuades the customers to make their purchases and if we want to understand the market and what prompts customers to do what they do, then this area of importance can't be ignored. 

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A recent study that looked at roughly 1,000 consumers in the U.S., concluded that roughly two-thirds of Americans have an emotional attachment to their favorite food product. About 63 percent of respondents reported that they loved their favorite food product and therefore their enjoyment of it went beyond simply liking or being loyal; they <b>love</b> it. Brand lovers have been shown to relate certain attributes to their favorite products, in a different way than a consumer would who simply liked the product. Among those attributes: refreshing, functional, fun, friendly, creative, exciting, energizing, and others. Companies then that can weave these emotions into their marketing are likely to see some success from it.

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It's interesting to note that differences were also found by generation when it came to attributes they looked for and appreciated about their products. Millennials were likely drawn to brands that exhibited feelings of adventure, so that the consumer would attribute fun, excitement, and creativity to the brand. Contrast that with baby boomers who were much more likely to favor attributes relating to stability, reliability, consistency, and trustworthiness. 

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Retaining customers is vital to the success of a business and its difficult to do in a world today that has us peppered with options in the marketplace and we have the option to switch to new brands in a heartbeat. New studies show that if retailers want to retain customers and foster that loyalty with them, then they are going to need to get their cross-channel marketing right. The studies analyzed shopping habits of millions of U.S. residents and cross-channel marketing was shown to be critical in retaining customers to competition. 

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Sellers now need to keep the consumer engaged with their products across a variety of channels; like television, print, and digital. Advertisers and markets then need to look to ways to connect their messages with the consumer journey across these different channels. It is claimed that this will help the customers to remain loyal to the brand and it will foster a stronger emotional connection with it. 




pics: pixabay
sources:
http://venturebeat.com/2016/09/29/study-shows-retailers-can-keep-customers-loyal-if-they-get-cross-channel-right/
http://www.foodingredientsfirst.com/news/Two-Thirds-of-Americans-Have-an-Emotional-Attachment-With-Their-Favorite-Food-Product.html?frompage=index&tracking=Headlines
http://www.mycustomer.com/experience/loyalty/emotional-vs-transactional-loyalty-is-it-more-important-to-win-hearts-or-minds