Why Migros always wins in popularity studies - and what would be even more popular
For the most part, digitized processes trigger the wrong emotions among retailers—which is why physical stores remain indispensable. Using neuropsychology, a study was conducted in Switzerland for the first time to examine customer emotions toward retail brands and store concepts.
Megatrends are changing retailers. And consumer behavior. Digitization leads to more convenience, which consumers blindly accept. Most of the time. Because for the most part, digitized processes trigger the wrong emotions. As a result, physical stores are still indispensable and innovative concepts are still struggling to establish themselves in the market. This is shown by a study conducted with the "EmoCompass". Using neuropsychology, the customer emotions of 1,005 consumers about retail brands and store concepts were investigated exclusively for the first time in Switzerland.
Digitization and Convenience Lead to Undesired "Instant Satisfaction
Everything that can be digitized away will be digitized away. On the one hand, this saves retailers money in the long run. At the same time, there are obvious benefits for consumers - whether it's quick access to background information on the product or saving time at the checkout. The same applies to convenience: shopping from home with a click of the mouse is convenient, large parking lots directly in front of the store simplify the journey, and so on. That's why retailers are always looking for (new) ways to digitize their physical and non-physical spaces more and more. Or they may even feel they have missed the trend. The mean thing? Those who only digitize, without paying attention to their apt emotionalization, trigger the wrong emotions: the undesirable Instant Satisfaction feeling. This feeling doesn't really make us happy. Demonstrable. Digitization and convenience may be fast and practical, but they are just as fleeting and superficial. In this way, digitization and convenience can be categorized as a hygiene experience that does not bring lasting success. And, by the way, can also be copied quickly.
"Rich Enjoyment" complies with the Gold Standard
Especially in a life pumped full of stress and pressure, fast pace and superficiality, we long for profound moments. Moments that stop time and give us pleasure. And not only in the familiar sensual life situations. Because the results of the extensive EmoCompass study show that the inner desire for so-called "rich enjoyment" is also deeply anchored in the subconscious when shopping. It can therefore be concluded that the perfect retailer should play on rich enjoyment feelings in the customer's brain. Because Rich Enjoyment can - if applied correctly - become a real profiling experience (compared to competitors) and ensure sustainable success. On the surface. And also online.
More innovative concepts emotionally play off "Instant Satisfaction" instead of "Rich Enjoyment"
For years now, innovative concepts have been struggling to really establish themselves on the market. In some cases, they even risk failure during their market launch. However, the culprit is not the lack of innovators and early adopters, but the completely neglected emotional component of "rich enjoyment. All concepts that are considered to have a future are based entirely on digitization and convenience. Instead of simply being digital and convenient, they also boast about it. And in the emotionalization of the concept, they completely neglect the rich enjoyment feeling.
Swiss retailers are on the right track - but with plenty of room for improvement
Well-known and established retailers do a better job than innovative store concepts. They know how to exploit the feeling of indulgence more skilfully in their physical retail spaces. However, the potential is far from exhausted. And certainly not in their online stores.
Migros more popular than Coop - what's behind it all?
For the first time and exclusively, it was possible to scientifically determine why Migros, for example, regularly takes first place in the GfK Business Reflector Award. Here is the scientific, emotional background:
- Migros triggers more "rich enjoyment" than Coop.
- Migros triggers less "Instant Satisfaction" than Coop.
So the better Rich Enjoyment/Instant Satisfaction ratio makes Migros the more popular brand.
About the study
The results are based on a qualitative EmoCompass survey conducted in March 2017 by the management consultancy Zutt & Partner in Wolfhausen in the Zurich Oberland. The identified mood movements of 1,005 people living in German- and French-speaking Switzerland were analyzed. The survey was conducted in online individual interviews - completely non-verbal via neuropsychologically coded patterns. Working with abstract colors and shapes allows tapping into emotions at a deep individual level of association and almost to the exclusion of cognition (rational thought) and of pure likes and dislikes. For the methodology the findings from neurology like synesthesia, patchwork-like working of the brain as well as fuzzy logic are used. For the complete study, including an interview with experts and a column, click here Globalemotionsforum.com.
Study author Philipp Zutt has been working intensively on the topic of retail for over 20 years. He is a lecturer at various universities as well as managing partner and delegate of the board of directors of Zutt & Partner. Based in Wolfhausen in the Zurich Oberland, the company advises national and international clients on the professional and science-based emotionalization of products, brands and customer experiences. From now on, Zutt & Partner will take a scientific look behind the scenes of current brand, industry and consumer topics and publish the results, expert opinions and views on the newly created GlobalEmotionsForum platform.
