White Papers
Why specialty brands must deliver an incredible shopping experience
| by
Kent Stones
A primary reason people continue to spend money on specialty brands is the psychological payoff they get, described by economists as “psychic income.” And in today’s environment of comparison shopping and careful spending, shoppers won't spend time or money on a specialty brand if the entire shopping experience doesn't deliver on this psychic “buzz."
Understanding the psychic income your brand delivers is not just nice to know, it's something you must know.
Read about three critical areas that influence psychic income and thought starters for designing a shopper marketing strategy.
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