How to: Getting Home Shoppers Emotionally Engaged
Consumer engagement can be thought of as a very broad topic but… it’s considered the lifeblood of an organization’s marketing strategy.
How would you define it? We suggest consumer engagement is the interaction between a brand and its customers.
When consumers make purchase decisions — especially large dollar purchases — they are doing more than buying a product; they are making a statement as to how the product resonates with their identity and lifestyle.
How is your marketing collateral engaging home shoppers and moving beyond product? A Harvard Business Review article, To Keep Your Customers, Keep It Simple, suggests applying the “decision simplicity index” to determine how easy it is for consumers to gather and understand information. The easier a brand makes the purchase decision journey, the higher the decision-simplicity score.
Shifting the orientation toward decision simplicity, it is argued, is a significant change requiring marketing teams to rethink how and what to communicate. Too much (information, product samples, views, floorplans….you name it!) can produce an excess of input leading to indecision. Too much choice, in other words, often paralyzes decision-making
Take a look at the Bella Collina interactive presentation image, above. Can you see how it would resonate with identity and lifestyle — and it very simply defines what you will see as you engage: a club, golf course, villages and home builders. Aren’t you encouraged to jump in and explore? Hasn’t this SalesTouch interactive system simplified and personalized the journey toward purchasing at Bella Collina?
Take advantage of CPS’ experience in developing engaging interactive presentations focused on presenting information simply, yet powerfully.