February 10, 2020 INFI

People Buy Emotions, Not Things

With the global marketplace becoming ever more crowded and competitive, personalization has emerged as an indispensable tool for companies to stand out above the competition. However, the biggest challenge for brands in this arena is to hit it right with customers and meet their exact needs.

Make e-shoppers feel understood

Customers are weary of being treated like a statistic. They expect companies to treat them as individuals, anticipate their needs and provide relevant offers without even requesting them. When targeted with irrelevant messaging, they get frustrated, which tarnishes brand association. Therefore, to increase brand loyalty, brands need to make customers feel understood.But how can brands truly know what’s relevant for each customer? Which messages and products should they deliver to each customer, and how?

Until now, digital marketers have relied heavily on big data solutions to make broad assumptions about consumers, categorizing them as segments or personas. However, these methods fail to identify the ‘why’ factor – understanding the personality driving consumer behavior.

Why people buy

Personality types have a significant impact on how customers react to different products and services. People like to believe they are rational, intelligent creatures who make decisions through logical deduction. Turns out that we aren’t as savvy as we might want to think, and that people buy emotions, not products. Their purchasing thoughts and feelings are driven primarily by unconscious urges. They part with their hard-earned money to satisfy a desire, driven by hopes to avoid emotional pain, or to refuel illusionary comfort.

People’s needs are exhibited in different ways depending on their personality traits–those stable and consistent elements of our character which influence our behavior. Broadly, we will all experience the same needs, though, with varying intensities and at different intervals. A need for approval, a desire to feel emotionally fulfilled, to solidify an identity, to feel understood or respected–these are all needs and desires that are innate to human nature.

Personality is key

How someone experiences and satisfies these needs depends on each person. Some people have an outgoing personality, which translates into a stronger need for belonging. They would typically be engaged by a commercial message that highlights the social benefit of using the product or shows that other people from their social circle are using it. Others might have a fragile self-esteem, with a stronger need for status and appreciation, and could therefore be drawn to commercial messages that highlight elements of luxury in a product.

A deep understanding of people’s personality traits enables companies to transform how they personalize digital experiences. They can provide a far superior customer experience by powering every interaction with an empathic approach, by knowing how and when to speak to customers, and when to stay away.

Psychology-driven personalization

The entire journey can be customized to match the exact needs of customers, carefully designed to speak to elements of their personalities that they respond to best, including:

  • Content themes, e.g., emphasizing trendy vs. unique
  • Content types, e.g., more images vs. verbal messages
  • Content length, e.g., many details vs. bottom lines
  • Volume of messaging
  • Content turnover, e.g., rapidly changing and novel vs. stable content
  • Visual design and user interface

This psychology-based personalization can significantly contribute to maximizing the appeal, engagement, retention, and conversion rates of marketing platforms for numerous customer types. Find out how INFI is using psych-tech to help companies deliver flawless, hyper-personalized customer experience here.