Are you happy with your last purchase?
Happy Monday morning!
Just a few more days to go to Christmas. Honestly, I can’t wait to dig into a ton of Christmas tarts, sleep until 9 AM, forget about my phone and laptop for a whole week, spend time with my family and become one with my couch during our Christmas movie marathon.
Do you have any plans for the holidays?
Today’s Curio includes:
💡This week’s Big Insight.
👁️ Appealing to peoples’ visual systems.
🛍️ Community-powered e-commerce.
👎 B2B online buyers not feeling thrilled.
Tell me how you feel, and I’ll tell you how you’ll behave.
Our emotions can predict our behaviour better than our thoughts and beliefs.
How you feel about someone (or something) affects how much of your time, energy, and money you’re willing to spend on them.
Just as your current life projects and concerns moderate your decisions, your emotions create urgency and motivate you to change.
It usually starts with a strong feeling of dissatisfaction with how things are today versus how you want them to be.
And for most, that’s motivation enough to change.
But a lack of emotional engagement or negative emotions can just as quickly lead you to disengage.
And that’s when something interesting happens.
Feeling disengaged from your goals can gum up the works and quickly lead you to reprioritise them.
And suddenly, something that wasn’t important becomes essential.
And this is my big insight for you this week:
We like to experience more positive emotions and fewer negative ones with every decision we make.
And that applies to the things we buy as well.
Emotional goals, e.g. ‘enjoying your commute’ or ‘avoiding stress when shopping’ or ‘feeling good about yourself.’, are just as important as feature preference or price.
What can you do this week to get your customers to feel more joy, pride, love, and relief and feel less anxiety, anger, guilt or regret when doing business with you?
In case you missed…
Appealing to people’s visual systems can be your superpower.
Who doesn’t love a clutter-free PowerPoint, right?
Recent research suggests that decluttering your charts is just the start.
And when it comes to visualising data, focusing on the key insights - such as highlighting essential data points and stating the insight prominently - not only makes your message clearer it also makes it easier to recall later.
A word of advice: researchers found that highlighting some data points, that you personally find significant, over others can sometimes make people feel like you’re pushing an agenda.
There’s no pleasing everyone, not that you should even try, but just be mindful of how you’re presenting your data and make sure your message is clear-cut.
From downsizing in 2020 to 47% revenue growth: Express making inspired use of their retail space.
After last year, retailers building better e-commerce is old news.
But Express caught my attention.
They’re eyeing expansion through community and mobile by evolving from a mall store to being powered by a styling community.
They gave influencers the possibility to use their stores for hosting live events. They also launched a Community Commerce program that allows aspiring stylists to run their own Express storefronts and earn a commission.
And they’re planning to continue their growth by turning their mobile app into an in-store shopping assistant next year.
94% of B2B buyers are not thrilled with customer experience when buying online.
Two years ago, only 3-in-10 B2B buyers used e-commerce.
Today they are more likely to place an order online than through email (45%) and phone (36%).
But much like B2C e-commerce, most buyers aren’t too thrilled about the poor product descriptions and difficult checkout process.
Too many B2B vendors are still lagging sorely behind when it comes to making sales a smooth and painless process.
It’s a huge mistake to think that just because you’re selling to the B2B market, you don’t need to make the experience as sleek and sexy as it is in B2C.
What’s the bet B2B online vendor or marketplace you’ve used? Or is it easier to tell me about the worst?