A Guide to Creating a Brand Tone of Voice

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Crisis behavior of buyers. Both the global and Russian economies have not emerged from crises in the last few years. Relatively stable times ended abruptly with the onset of the pandemic. Hundreds of businesses went bust, and buyers abruptly changed their usual behavior strategies.

Starting with the fact that some simply ran out of money for their usual expenses, and ending with the fact that many simply could not leave the house to go to the shopping center. But what continued to work at full force were emotions! During the pandemic, the number of impulsive purchases of some products increased.

For example, this situation was observed in lebanon telegram database the United States in relation to online fitness products . At that time, scientists associated the increase in impulsive purchases mainly with negative emotions: fear, anxiety for one's life and health, a sense of uncertainty and loss of control. However, this also works for positive experiences: a sense of belonging to a group, gaining new experience, respect for authorities, etc. For example, this study examined how online comments on a live broadcast of a clothing sale affect impulsive purchases.

Let's look at how all three of these factors come together to create an entertaining approach to shopping.

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How Retailtainment Works
Here are the components into which this approach can be broken down.

Originality to attract attention. An unconventional solution works to attract attention. If a shop window, an advertising stand, creative work on a social network, or anything else is different from the competition, it will help a person’s first contact with a company or a brand.