When it comes to the way we shop, it seems fair to say that none of us are fundamentally rational in our decision-making. Emotive messaging, flash sales and timed promotions have long been staples of the retail arsenal, with impulse-driven purchasing proving to be one of the most effective tactics for retail-marketing success.
But how does this irrational shopping coexist with the growing role of rational, data-driven marketing? According to research from Clicktale, as many as 76 percent of big data professionals — whose job is to promote the role of data-driven insights — admit that consumers are fundamentally not rational when they shop.
Given this fact, how can marketers trust that the data they’ve collected is representative, or that the behaviors shoppers display will be repeated? How can marketers claim to be able to rationally profile and quantify consumers when, in reality, those consumers are not using rationality as the guiding force for their purchase decisions?
Gone are the days when consumers could be treated as data in a spreadsheet, categorized and sorted under various headings. Consumers have fluid personalities and, to be treated accordingly, brands must recognize the nuances they can use to advance their customer relations and become more successful.
At the root of all this is something that has been there all along: emotion.
Consumer buying behaviors are heavily influenced by a person’s impulses, behaviors and moods. Unlike repeatable rational decisions, brands will inevitably have difficulty tracking and predicting future purchases if those purchases are based on impulses and emotions. The behavior of a consumer can…
