Storytelling: How Sanifair and AirBnB Fail at Emotionalisation

Sanifair Video
Screen: Sanifair advert

Storytelling and emotionalisation are core topics in digital brand management and we don’t just deal with them intensively here in our blog. The choice of colour, the right content and should shop systems include emotionalisation as a standard feature, are all questions we pose together with our clients. This isn’t always easy, because apart from excitement and (hopefully) a shopping mood, there is also a whole palette of other emotions you don’t want to awake.

For instance, the cringe factor or fremdscham. This is exactly what happened this week with the emotionally charged toilet video from Sanifair and the Tweets about the new AirBnB campaign, which point out the stalker element.

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Colours in e-commerce: when emotions lead to sales

Grafik: Johann Dréo
Graphic: Johann Dréo

Shop operators don’t just have to take care of usability, a functional internal search or the perfect check-out when it comes to raising conversion rates. In e-commerce, as in every other area of life as well, emotions play a decisive role. Spontaneous purchases are initiated by a certain feeling. For instance, you can create feeling about the price: joy at finding such a good offer. Feelings are also triggered by colour. Red creates a different emotion to blue or green.

Colours are one of the few stimuli in e-commerce which speak directly to the senses. Apart from the basic colour, the colour scheme of the navigation bar and other controls is important for emotional customer address. White or light grey for instance, stands for seriousness, while the colour red draws attention. But can colour really raise conversion rates?

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Prudsys AG on Sales Lever Realtime Personalisation: Recommendation is the New Search

Prudsys LogoPersonalisation is the most effective promotional measure, and the most important investment topic in e-commerce. Nearly every online shop uses product recommendations, which take the interests of the user into account. True to the motto >>Recommendation is the New Search<< today’s shop visitors don’t want to look for a specific product, they want to be found by the right product.

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Disappointment – The Dark Side of Emotionalisation

brandeins Verführung zum Kaufen

Marriage scam instead of true love – this is how modern advertising is compared to classic advertising in the article “Die Bemühung” (The Endeavour) on brandeins.de. While we used to court each other as though we were at a dance in the 50s, today we’re bombarded with messages like at a techno parade.

But it isn’t the associated penetrance and noise which are considered to be of critical importance, but that its messages bore deeply into our consciousness. To this end, brands build up relationships and above all, trust. This is how they cultivate their image. The topics emotionalisation is not without reason fashionable at the moment, it is part of our current evolutionary stage in marketing and advertising.

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Gender Commerce: Top Brands Excite Men and Women

Gender Marketing
Photo: D. Sharon Pruitt

Female, or rather gender commerce, is more than just a trendy topic. Online shops, which focus on a specific target group, also have to be optimised for gender specific requirements. For instance, it behoves a company where 90 percent of the turnover comes from women, to concentrate on the needs of female customers as part of customer orientation.

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8select Develops Curated Shopping Further with Individual Shops

8select Homepage 2014Admittedly, 8select is the runt of the curated shopping providers. It also is currently difficult not to disappear in the shadow of Outfittery, who have millions in funding, shine with a TV spot and who brought home the prize for “Leader in the Digital Age” at the CeBit 2014.

How to survive? Be just as fast paced. Hone the concept, before Outfittery goes in the direction of the mass market. Because even if the Berlinians have the media buzz on their side at the moment, I find the innovations at 8select more interesting.

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Best Practice: Dealing with Problems

Wein + Vinos Logo
It is not just at Zappos that everything is about customer service. Wein & Vinos, Germany’s largest online wholesalers of Spanish wines have set the goal of making all customers happy.

It is tragic when, despite this, every shipping deal’s nightmare comes true. They only wanted to do something good for themselves and their customers, by switching to a Magento shop after 16 years of in-house development and bringing their software and inventory management systems up to date.

Because of technical difficulties Christmas sales sank into chaos. Even the customers were not spared. They received wine they hadn’t ordered, deliveries for the holidays arrived late or not at all, and larger orders were delivered in lots of small parcels.

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