I'll be right back, and you know it!

By Anna V.

I have favorite brands that I predictably turn to when I need new things.  Most of them can probably see my purchase history stretching back for years, so they know I am a regular.  Hey, when I find a pair of jeans that fit just right, that’s it. I’m a fan for life. (Just please don’t change your sizing!)

Lately, I've been doing more online shopping than usual.  Naturally, it's a completely different experience than browsing in a physical store.  I remember my own good shopping experiences (and the not so good ones!) The latter are unfortunate, because they make me seriously consider shopping elsewhere in the future.  It all leads me to this question: What is it that makes people choose to come back to a store? Emotional intelligence seemed to be the recurring theme I saw mentioned most often in my search.  It was mentioned in Brandingmag's interview with Kevin Allen and Sarah MacDonald's article on Shopify. The topic comes up yet again in this article from Kantar. 

What brands or stores do you keep going back to, and why?

Comments

  1. Ellen DooleyOctober 3, 2023 at 12:58 PM

    Love your title! I have a hard time shopping for clothes online, usually due to sizing or color issues and at this writing I'm not in the need of a whole lot, anyway. I recently had a very twisted & prolonged ordeal with ordering many pairs of Nike soccer cleats online for my daughter, and then trying to return them in stores upon the company's advice. My first question to all of them was, why aren't you just selling them in stores? A few do, but only at certain times. One "athlete" (title for a nike sales person in a non-managerial role) said that they don't have many or any in some stores because cleats are more individually based...yup, I think that's why we need to try them on. One of the 3 Nike stores that we tried to return a few of the pairs to, their massive 5th Ave, NYC store, was one we aimed for, having seen many cleats their in the spring. However, on the day we went in September, they did not have any cleats. Nike seems be dealing on the ethernet here. What I think they've always gotten right is reaching out to athletes and having young athletes in particular sponsored and given chances for creative input/feedback in the process. In the interview with Kevin Allen that you posted, he echoes some of that. I don't know what their thought process is behind this strange sweeping of the shelves, but obviously it has to do with whatever algorithm has worked for them in online vs. brick & mortar. Hoping they'll return to their emotional intelligence platform soon!

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  2. Natalie StansburyOctober 3, 2023 at 5:11 PM

    Most ads annoy me so much. The repetition on social media is ridiculous. But somehow there are certain ones that I have fallen prey to. There are a few clothing ads I have clicked on and ordered from, simply because their items looked like something I would like. Most likely they fell into whatever algorithm social media has placed for me. I decided to take a peak after reading all of this and noticed the same ads appear over and over from places I have ordered from (even though I have not "liked" their pages). It made me think, what are these advertisers doing to make me look at them in the first place. At first I didn't think it had anything to do with emotional intelligence. I thought a bit more about it and in a way it does. I am always looking at recipes for healthy eating, I click on and follow pages like "Hippie Peace Freaks" (I know, right?!) and many of these clothes are for larger women (I am not a plus size, but not itty bitty either) and they tend to fall into a more boho style. They are playing on the things that I think about and appreciate. Whether we realize it or not, advertisers are thinking about emotional intelligence. So not only can we be prey to the inundation of ads, which has always been there, even in the days of regular TV. We also have some pretty strong minds looking at who we are, what we like and what we hope for.

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