We don’t buy products or services - we buy emotions

The "rational customer" is a myth. Research shows that 90% of our purchasing decisions are subconsciously made based on emotions.* So this means that we do not buy products or services - we buy emotions.

For brands to succeed in retail today you need to adapt to a multichannel strategy, meaning selling on your own site and on channels that you don’t own like, Amazon and Facebook, etc. The need for brand storytelling increases with each channel you add to your strategy.  Customers are looking for experiences they cannot get on Amazon or Facebook. Your content needs to be that hub for your brand storytelling. 

Client: Jotex | Photo: Clive Tompsett | Set design: Sarah Widman

The art of storytelling connects with an individual on an emotional level. It’s the creative dimension of finding the emotional hook that grabs the user. This requires creativity and data. In other words, we need to add emotions to the algorithms. After all, data is the traces, bits of information that our customers leave. As a puzzle waiting to be solved. Combine data and emotions is the only way to understand, engage, and be relevant to your customers.

Still, the majority of e-commerce sites are built for the rational part of our brain. We want to add more emotions into e-commerce and help brands offer an e-motional commerce experience, selling emotions wherever the customers are.

*Daniel Kahneman