Creating an emotional connection with consumers

RetailME Bureau

Marketing methods must connect emotionally with consumers, feels Simon Hathaway, president and global head of RX (retail experience) at Cheil Worldwide, a global marketing and communications company. When retailers communicate with their consumers, they need to evoke three behavioural responses – searching, shopping and sharing.

While television commercial was seen as an effective medium in the traditional world of advertising, every retail touch-point today has the potential to establish this emotional connection with consumers. Hathaway shares his ideas on developing effective and holistic marketing strategies.