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EXPLORING HAPPINESS OUTCOMES FROM APRIL ROUNDTABLE SESSION @ LOUNGE #7 ORANGE PAPER #5 PART OF JOS DE VRIES INTERNATIONAL B.V. EXPLORING HAPPINESS OUTCOMES FROM APRIL ROUNDTABLE SESSION @ LOUNGE #7 ORANGE PAPER #5 PART OF JOS DE VRIES INTERNATIONAL B.V. THE SECOND ITERATION OF OUR ROUND TABLE DISCUSSION WAS A RESOUNDING SUCCES. THE TOPIC OF “EXPLORING HAPPINESS” THIS TIME WAS EXPLORED BY SPEAKERS OF COCA COLA EAUROPEAN PARTNERS AND HUNKEMÖLLER. AN EVENING FILLED WITH ENGAGING DISCUSSION AND UNIQUE INSIGHTS. EXPLORING HAPPINESS After recessions and crises, the economy is growing again, the forecasts have become more positive and the market appears to be stabilizing. After years of being frugal, the consumer confidence is increasing. And after the lean years, we are all ready for some positivity. Life can be cheerful, exuberant and really fun again. This will be the challenge for retailers in the coming years: how do we not only make it easier, but also more fun! PERCEPTION A simple example is the success of Happy Socks. A conventional and colorless product such as the sock becomes a fashion accessory. We can express ourselves again and spend some extra money on a functional product. From needing, to wanting; from function to emotion, from convenience to fun. It’s already in the name: happy! Happiness is a trend! Cheerful colors, pronounced motifs are very prominent. We also see the pronounced cheerful- ness in design. Major brands use gamification to increase brand awareness and loyalty. The challenge is clear, but how do you really make your customers happy? That is a question that retailers must ask themselves. Differentation can not only be made by added convience or a better price but more so with the right dose of experiental happiness. The only question left is: what exactly is happiness? And is it really time for uncomplicated cheerfulness? There is still enough to worry about ... Happiness means something different for everyone. Different generations, cultures and tastes ensure that moments of hap - piness are unique for everyone. How brands respond to this is determined by the target group that the brand wants to reach. A younger generation gets more happiness out of social media campaigns and the associated likes and shares. “Instant satisfaction by selfies”. An older generation will be more triggered by (physical) nostalgia with a twist. INTERPRETATIONS OF HAPPINESS The deeper story behind the brand must give depth and meaning to the brand campaign. The more “real” the story, the more credible for consumers. What is important here is the type of playing field in which the brand operates. Product type (daily or non-daily), type of purchasing process (functional or emotional) naturally also have an influence on the nature and scope of the intend - ed moment of happiness. Some brands will choose to look for their contribution to the intended moment of happiness in “making it easier”. Other brands find their way in “wanting to make it more fun”. Hard- ware store Hornbach chooses a different approach than the Bijenkorf department store. BRAND STORY Happiness is also sharing hence the saying “Sharing is caring”. More brands are betting on the feel good aspect we get when we buy their products. You buy a pair of shoes and someone in a developing coun- try also gets a pair. A tree is planted elsewhere in the world for your product. Brand products are increasing- ly linked with a good story. Moments of happiness by “doing good”. However, brands can not boast about all the good things they do for consumers and society. They run the risk of being advertised as an “opportunistic green washer”. Only if “doing good” is a real intrinsic part of the brand, does sustainability and involvement trans- late to the necessary willingness of the consumer. SHARING IS CARING Brands are reconsidering their right to exist. After the era of the battle for efficiency, a new era has arrived: the battle for sympathy. To remain successful, the rational flywheel “efficien - cy-price-volume” in the race for attention (penetration) and spending (frequency) must run parallel with the emotional flywheel “topicality-personalization-involvement”. Brands are looking for new opportunities to connect with their tar- get group and to continue to feed the craving for moments of happiness. ‘We make a living by what we get, but we make a life by what we give’ - WINSTON CHURCHILL THE BATTLE FOR SYMPATHY PRESENTING PARTNERS: Keung Li Hunkemöller Janine Pieterse-Kok Coca Cola European parners LET’S IMAGINE THE NEW MEANING OF SPACE PART OF JOS DE VRIES INTERNATIONAL B.V.
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