Frédéric Pons

Emotions, the primary lever of commercial growth

Emotion, the fascinating core of your growth: value strategy and positive differentiation. Why do luxury companies have an exaggerated stock market valuation compared to their revenue? Why does a soda brand like Red Bull rank in the top 3 most influential brands on Facebook? Why is Cristiano Ronaldo at the top of Instagram? Why do LVMH, Apple, or L’Oréal attract so many students? Why do the French show such cohesion after the 2018 World Cup? Emotions guide our choices: politics, brand preference, investment, management, relationships... Our emotions heal us or make us sick. The intangible and the irrational are thus powerful influencers. Studies and neurological experiments demonstrate that the primary arbiter of our choices and decisions is our emotions. In the age of Digital, Data, and homogenized or regulated offers aligned with competition, truly caring about the emotions of your customers and their needs, showing them authentic kindness, and working on sensory aspects aimed at a smooth and fluid experience seem to be the most relevant. This is one of the most profitable and effective growth levers. Anticipate, observe, listen, and respond to the hidden expectations and emotions of your customers to strengthen your differentiation and increase your average basket size. Explore one of the most profitable and effective growth levers, yet so little exploited. Learn how to develop your attractiveness through the alignment of your functional expertise and first-class hospitality, to offer an exceptional customer experience, guaranteed to yield margin gains and loyalty. Assimilate what could well be your best return on investment.