From a Transaction to an Interaction: The Emotional Side to Shopping
Once upon a time, we were need-driven shoppers
Shopping was based on necessities, we shopped for the essentials. And our understanding of what is essential was pretty much shared - groceries, household & cleaning products, food, or the occasional furniture uplift. Today, electronics like TV & mobile phones have also started to weave their way into essential needs as per our recent research Brand Shopping Triggers [1].
Today, the line between needs and wants is blurred
With accessibility no longer being a rare commodity, the line between needs and wants is blurry and that is something marketers can leverage. Surely, you've heard someone discover a smart watch or a new pair of shoes and say "I need this" when in reality it's not an essential need. The drive behind that confession is purely emotional. And it all boils down to the relationship the shopper has with the brand and the way the brand communicates in today's reality.
In today's reality, shopping has evolved from a transaction to an interaction.
The Emotional Buy
In the latest research Brand Shopping Triggers conducted by IPSOS (2022) – we have identified 15 key shopping triggers that motivate people’s purchase decisions. Of course, there are what we call "functional" motivations such as limited offers or promotions that are important. But it's the emotional motivations that caught our attention. FOMO (fear of missing out), belonging, inspiration, word of mouth, exploration, keeping up with trends, gifting - contributed to 96% of what we call emotional triggers (Shopping Triggers, Ipsos, 2022). And emotional triggers have 1.5x more impact on impulsive buying and higher spending than functional triggers. [2]
The Most Intense Emotional Motivation: Inspiration
61% of shoppers report that inspiration prompts them to buy something even when they aren’t actively shopping [1]. Inspiration is what triggers people to feel like they really need this product. And the impact of inspiration is higher when they are consuming short-form video content on TikTok.
TikTok is 1.6x more inspiring compared to other digital channels. Shoppers spend 1.1x more and are 1.4x more impulsive when TikTok is part of the purchase journey. [1]
Why #TikTokMadeMeBuyIT, #BookIt, #TryIt
Naturally, we were curious to discover why TikTok inspires people to shop. I'm sure we're all familiar with the phenomenon #TikTokMadeMeBuyIt.
#TikTokMadeMeBuyIt garnered 27B+ video views [4]
Actually, beyond shopping it spilled over and TikTok inspires people to take all sorts of action: #TikTokMadeMeReadIt or Book it (for travel) or Try it (for experiences) or Clean it and the list goes on.
Inspiration reveals that a new form of commerce is emerging that is rooted in entertainment.
The next evolution of commerce fulfills these emotional needs through Shoppertainment. Entertainment is beyond whatever stereotypical description we may have of it. Entertained means you are interested, you are present, you are compelled and mostly - you are invested. Content created with people, through people and most importantly for people is the key to creating entertainment that inspires people to shop. [1]
To find out more about the new form of commerce that is rooted in inspiration and entertainment read From a Transaction to an Interaction: The Emotional Side to Shopping.
