When you think of buyers being influenced by emotions, it’s often in the case of an impulse buy or a sappy commercial. But tapping into customer emotions can help you improve brand loyalty over the long run. While 94% of consumers say they would buy a retail brand’s product again, only 54% say the brand gives them something other brands cannot, according to ORC International’s Equity Framework study. By improving a customer’s mindset regarding the brand, retailers can bolster the loyalty of their buyers.
In the Equity Framework, which shows the interaction between the customers’ journey and loyalty, participants were asked a series of questions, including: “How likely are you to shop again at the same store?” “How likely are you to do more of your shopping at the same store?” “How likely are you to recommend the store to your family and friends?