Larry DeGaris, executive director of Spiegel Research Center, and Elizabeth Harris, Chief Strategy Officer at Arc Worldwide, presented “Arc Shopper Sentiment Study: Decoding the Emotions of Shopping to Win in Retail” at the Advertising Research Foundation Commerce and Shopper Intelligence, examining the connection between emotion and consumer decisions in the current retail landscape.
The session covered research findings showing that retail media and AI-driven efficiency shape commerce, and that marketers need to understand the emotions that drive brand loyalty and purchase decisions. The study by Arc Worldwide, in partnership with Suzy and Northwestern University, highlights the emotional nuances that can determine a consumer’s final purchase decision.
The takeaway is to consider how emotional strategy can elevate brands across marketing and retail, reshape omnichannel marketing approaches, and strengthen a brand’s emotional footprint.
