‘Emotional connection’ key to making a sale

Brands in the healthcare, financial and automotive sectors could do well by building an emotional bond with customers in order to boost sales, reports warc.com.

A survey of 2,000 US customers attempted to identify ‘breakout brands’ – defined by putting the customer instead of the competition first. Brands who build such a bond are said to be especially important in the healthcare sector, according to 76 per cent of those polled, while banking and professional services stood at 63 per cent and 62 per cent respectively.

In addition, 56 per cent noted such a bond in the travel sector is important, while 55 per cent cited insurance and 52 per cent said automotive firms.

As a result, it could be integral for ecommerce firms in these sectors to build a bond, as consumers may only make an online payment once they feel a connection with the brand. This is backed up by figures suggesting 85 per cent believed it was important to purchase goods from firms that elicited ‘strong emotions’.

Christine Barney, CEO of rbb Public Relations, commented on the figures to mediapost.com: “Breakout brands don’t challenge their competitors.

“They challenge their employees and leaders to make life easier [and] better for their customers, which creates the kind of strong emotional bonds that inspire repeat purchases and loyalty,” he added.


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