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Making the tills ring means making an emotional connection. Mary Portas, Queen of Shops, Sunday Times 06/07/08

The success of Mary Portas is unarguable. She is recognised as one of the real drivers behind the success that is Harvey Nichols. (Another Data Discoveries client by the way) Moreover, her recent television series in which she turns around failing small fashion boutiques is compelling viewing. Mary is somebody we can learn from with her no nonsense focussed approach.
 
Given the credit crunch and the fear of the unknown, Mary is giving us great insight here "most of the middle-market fashion brands are heading for trouble, she predicts, as consumers shift to value, luxury or firms that make an emotional connection." At Data Discoveries, we couldn't agree more.
 
So how do you make an emotional connection with your customers? Emotional is a strong word. It implies reaction and the only reaction the retailer wants is one of buying. So how can you ensure that you can engage on an emotional level that makes the client feel like buying your product?
 
We say, intelligently. Emotional Intelligence describes an ability, capacity, or skill to perceive, assess, and manage the emotions of one's self, of others, and of groups. (Mary Portas often uses the word tribes to describe these groups).
 
At Data Discoveries we enable you to understand your customers demand, together with their circumstances. So a prospect that had a baby yesterday is going to think differently to one of the same profile whose kids are 2 and 4 years old. In other words, using Data Discoveries you understand the emotional drivers behind people's decision making. If you can do that then you can make the connection.
 
We can't give you Mary, but we can help you make the connection.

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