Emotional Retail

This week’s Convenience Matters podcast delves into how to tie emotion to the retail environment.

February 05, 2020

ALEXANDRIA, Va.—On this week’s episode of Convenience Matters, “Design the Ideal Customer Experience,” NACS hosts Jeff Lenard, vice president of strategic industry initiatives, and Carolyn Schnare, director of strategic initiatives, talk with Chris Walton, CEO and founder of Omni Talk and Third Haus, about how to wow your customers. Walton will speak this week at NACS Leadership Forum in Miami.

Experience is delivering emotion to another human being. Retail—digital or brick-and-mortar—is “a highly emotive experience,” Walton said. “There’s emotion tied to every single element of why retail exists.”

Walton said stores exist to be a place of inspiration, convenience, immediate gratification, taction and memory. “Taction is doing those things in a physical retail environment that you can’t simulate online. … Retail to me is a mix of those five psychological dimensions and emotion plays into all of them, but who you are as a retailer and who you are as a brand defines how you want to position yourself strategically against all of them,” he said.

“Retailers should remember that the act of searching is very different from the act of discovering a product,” Walton pointed out. “This plays in the convenience store industry especially. Nowadays, when people know what they want to buy, they’re going to go to Google or Amazon to find it. … Discovery is a really different story. … and for convenience stores, it becomes what is that convenience store experience going to be about.”

Each week a new Convenience Matters episode is released. With more than 200 episodes to choose from, the podcast can be heard on iTunes, Spotify, Google Play and other podcast apps and YouTube and at www.conveniencematters.com. Episodes have been downloaded by listeners more than 130,000 times in 90 countries.