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Emotions play big role in customer engagement, report reveals

December 20, 2017

A strong emotional engagement with the consumer could help retailers boost annual revenues by 5 percent, according to a Capgemini report.

The research indicated that traditional loyalty programs weren't engaging with consumers, according to a press release.

The study, "Loyalty Deciphered — How Emotions Drive Genuine Engagement," investigated main drivers behind brand loyalty and surveyed more than 9,000 consumers and 500 executives. It revealed emotions have the strongest impact in driving consumer loyalty.

The report found 82 percent of consumers with high emotional engagement would always buy the brand they are loyal to when making purchasing decisions (compared to 38 percent of consumers with low emotional engagement). A copy of the report can be downloaded here.