Today social media has become so important for brands to stay connected with customersadmin / March 28, 2019
Today social media has become so important for brands to stay connected with customers. Similarly, retailers must consider how to best engage customers online or in stores using visual cues contained within digital displays (Roggeveen, Nordfält, and Grewal 2016) or dynamic messages (Roggeveen et al. 2015). Dynamic messages (e.g., videos), as opposed to static ones (e.g., pictures), help mentally transport customers into the experience, which creates a stronger emotional connection, which in turn reduces customers’ price sensitivity and enhances their consumption of more hedonic options (Roggeveen et al. 2015). The visibility element becomes very important as merchandise that is visibile and catchy gets picked up in the shopping basket,. This helps get top of mind awareness of the prospect customer and will drive consumption.