Why put a big comfy couch in the corner of the local bookshop? Why provide stacks of board games free of charge at the corner café? Why give out complimentary backstage passes after the show?
Because by making people feel at home in a commercial space, marketers can turn their own clients into salespeople.
Concordia University marketing professor Zeynep Arsel says this new trend in marketing results in a fierce loyalty in customers, who in turn demonstrate an enthusiasm and sense of commitment that goes beyond the norms. These emotionally attached customers pay higher tips, volunteer to help the business and serve as ambassadors — convincing friends and family that a certain enterprise is particularly worthwhile.
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