Recent studies clearly show that emotional brand management and emotional customer experiences have become some of the most important topics in marketing in recent times. It’s once again about evoking emotions through content and brands. Current research shows that emotional branding and emotional experiences are key factors in marketing.
These two themes have overtaken the tech trends of recent years. It’s about creating emotional responses through content and brands once again. [1]. A recent analysis by Euromonitor highlights this focus. 73% of consumers state that fear and uncertainty influence their lives. Many are looking for “little moments of happiness” when shopping to balance things out. [2]. This underlines the fact that customers increasingly expect positive emotional experiences in retail.
Emotional marketing remains central and is more likely to be complemented than replaced by new trends. Experts emphasise that in today’s competitive landscape, differentiation through experience is crucial. “Competition is becoming more intense, so it is increasingly important for retailers to differentiate themselves… – a good shopping experience sticks in the mind,” advises Prof. Dr Werner Reinartz, retail researcher at IFH Cologne. [3]
Even though new technologies (e.g. AI, digital services) and sustainability are gaining in importance, experts still see “the wow factor, the experience” as the key to success. [3] In other words: technologies and trends like omnichannel, personalisation, or the metaverse ultimately serve to create emotionally engaging customer experiences – they do not replace emotional engagement, but enable it in new ways.
Voices from brand managers and retail executives:
Leading brand and retail executives emphasise the high priority of emotional customer loyalty. Jennifer Treiber-Ruckenbrod, Head of Marketing at BMW Germany, explains in an interview: “BMW is a highly emotional brand, a love brand. Especially in very volatile times, we want to touch our customers emotionally with our brand and win them over.” [4] This makes it clear that even in technology-driven industries, emotional connection remains a central goal.
The customer experience also takes centre stage in retail itself. Scott Malkin, founder of luxury outlet operator Value Retail (Bicester Village, among others), puts it this way: “We want each of our guests to feel special. It’s about defending the soul of the experience, and creating joy for our guests.” [5]
This also applies to the food retail sector. In the spring 2025 campaign developed by the agency Jung von Matt, EDEKA is portrayed not just as a food supplier but as an emotional companion in the daily lives of its customers. The campaign highlights EDEKA as a place full of memories – from the first shopping trip with parents to the family barbecue at the weekend. The aim of this strategy is to deeply anchor the brand in the lives of customers and to build a long-term emotional bond.
These examples show that retailers are integrating emotional elements into their marketing strategies to strengthen customer loyalty and differentiate themselves in the highly competitive retail market.
From the customer’s perspective too, this topic is far from outdated. Studies show that emotions strongly drive purchasing decisions: a positive, inspiring customer experience leads to satisfaction, trust and loyal customers. [6] Since products and prices are often interchangeable nowadays, emotional brand loyalty becomes the key differentiator. Companies that offer authentic experiences and feel-good moments – whether through personal interaction, inspiring stores or values such as sustainability – remain at an advantage. [6]
Retail is under considerable pressure to change: rising customer expectations, the battle for attention, and the increasing relevance of sustainability as a differentiating factor are placing new demands on marketing. In this context, one topic is increasingly moving into focus: the emotional visibility of sustainability efforts.
Emotional customer loyalty: a strategic factor for success
Current market observations show that building emotional brands remains one of the core tasks in marketing. According to the CMO Barometer 2024 by the Serviceplan Group and the University of St. Gallen, “emotional brand building” will continue to be one of the top priorities for marketing professionals in Europe in 2024. Customer loyalty, therefore, is not solely driven by price or product, but increasingly by values, attitude and a tangible brand identity.
This development meets with a shift in consumer behaviour: according to a recent Euromonitor study, people are increasingly seeking positive experiences and trustworthy brand presences in a world marked by uncertainty. Sustainability, in particular, offers an opportunity for positioning – provided it is communicated credibly and visibly.
Sustainability must not remain an abstract promise
Many retailers are already investing in climate-friendly measures – from photovoltaic systems on rooftops to sustainable logistics. However, these investments often remain invisible to customers. Yet according to a 2023 Capgemini study, 79% of consumers are more willing to buy from companies that disclose their sustainability efforts. [7]
This shows: it is not enough to act sustainably – you must also be able to show it. And this is precisely where the challenge lies in everyday retail: how can sustainability be communicated authentically, understandably and emotionally at the point of sale – without additional effort for staff?
Visualisation as a bridge between technology and customer experience
An effective solution lies in the real-time visualisation of sustainability metrics, for example through digital displays showing current solar energy yields, CO₂ savings or the degree of energy self-sufficiency. These elements build a bridge between the “invisible” technical systems on the roof and the emotional shopping experience in-store.
Transparent, visual representation creates a positive impression that is directly linked to the brand – without being intrusive. The result: customers perceive the commitment, see the brand as forward-thinking, and internalise it more strongly. At the same time, sustainability becomes tangible, measurable, and part of the in-store storytelling.
Making sustainability visible in retail is not a nice-to-have, but a strategic lever for differentiation and customer loyalty. In a time when consumers expect emotional touchpoints and credible brand leadership, the visualisation of measures such as solar energy generation can be decisive. Retailers who succeed in transforming their technical investments into an emotional customer experience not only strengthen their brand – they also strike a chord with the times.
[1] Markt-kom.com
[2] Euromonitor.com
[3] Ifhkoeln.de
[4] Dup-magazin.de
[5] Mckinsey.com
[6] Feedbackly.com
[7] Capgemini-Studie Nachhaltigkeit 2023
Additional sources: Serviceplan CMO Barometer 2023, BMW/Retail Media Interviews, EuroShop 2023 Reports, among others.
Why Emotional Sustainability Communication Matters in Retail – and How SOLARFOX Helps
In an increasingly interchangeable retail landscape, how brands create emotional experiences matters more than ever.
Leading retail managers and current industry trends clearly show: customer loyalty today is driven by emotion, experience, and values – not just by price and product range.
Sustainability, in particular, holds tremendous potential:
Customers want to know what a brand stands for. They expect transparency, but also inspiration – tangible signs of commitment instead of abstract sustainability reports.
This is where SOLARFOX comes in.
With digital solar displays, your investment in photovoltaics becomes visible, tangible, and emotionally engaging – right at the point of sale. Retailers turn their green energy production into a storytelling touchpoint that:
Builds trust through real-time data and CO₂ savings
Strengthens customer loyalty through visible value orientation
Sparks emotion by making sustainability a visual experience
Differentiates your brand in a market where everything else feels the same
A Solarfox display is more than just technology – it’s a tool for modern brand leadership in retail. It transforms a rooftop into an emotional building block of the customer experience – and makes sustainability an integral part of your brand world.
Retail marketing thrives on emotion. SOLARFOX delivers the format to bring it to life.
