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Madrid
Businesses in Spain have put a bit more emotional characteristics in their brands.
We visited
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Orange- One of the largest telecommunication company in Spain.
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El Corte Ingles - Main retailer/department store in Spain
Orange
The office was designed in a very open style. No one has a designated desk; people could move around to find their favourite spot to work and enjoy the flexible working experience.
Marketing strategy in Spain uses a lot of appealing to emotions into the product and service design.
The main message for the customers is:
Communication = Sharing the love
The way to enjoy the love from your loved ones is to use orange service to communicate, high and stable technology. So you can get in touch with your loved ones faster with a better and stable service. Then people would associate the brand with a reliable image.
The manager explained that people talk about love all the time, especially in Spain they all love to express their feelings and passion.
Then the question becomes how do you prove it? How do you prove your love for someone?
The same logic applies to the business, how does the business show their customer the love.
One example he gave was to handle customer complains without straight away questioning the customers' eligibility. They give money back first then ask customers to provide relevant documents.
El Corte Ingles
Insights
The department store brand also puts a lot of thoughts on how they could appeal to their customers with emotions so that customers could get attached to the brand on a deeper level.
With the booming of online shopping, El Corte Ingles also provides online services. However, they do believe that people will eventually come back to the actual stores to shop. As it is part of people's lifestyle. However, they are also seeking trends and inspirations of retail services from Asia so that they could provide a better shopping experience for their international customers.
One marketing campaign they ran was also to convey the emotion of nostalgia.
To recall the customers' fond memories of childhood, that they used to shop with their grandma, and to appeal that emotion of sweetness.
The brand managing team believes that with the brand's accumulated reputation and brand equity. The department store still plays a vital role in the Spanish people's life. They do not think that e-commerce will take over the retail market in Europe.
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