Putting the emotion back into (e)commerce

Putting the emotion back into (e)commerce

02 May 2019, 10:10 - 10:40

Marketing & Branding Stage
Language:
English

Retail businesses have increasingly become good at functional commerce, providing customers with a good product range, speed of delivery etc. but where most brands still need to improve is how they connect with their customers on an emotional level. Jo McClintock will discuss Moonpig's brand refresh and why emotions are an integral part of the brand's identity.

  • Every brand talks to the fact they need to tap into consumers’ emotions but few do it well
  • Re-building a brand proposition on emotions not occasions, based on behavioural science, cultural and societal studies and live testing
  • Building the business strategy around brand purpose
  • Testing emotional response with customers

Contributors

  • Jo McClintock

    Speaker

    Brand Director

    Moonpig

    Jo is the Brand Director of Moonpig, overseeing all aspects of development and strategy for the brand as well as brand marketing, PR and social. ...

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