Many shoppers will return home with their purchases and wonder why on earth they bought what they did. An overwhelming emotional desire to acquire overcomes even the most rational of shoppers. Emotions can be strongly tied to a particular brand or item and how a shopper interprets and responds to these emotions is the likely tipping point in deciding to buy.
In the case of Heavenly Outhouse, adding decorative accessories that convey an aspiration meant furniture was no longer just furniture. Instead they became part of a lifestyle, of how owning such pieces would get the shopper closer to their ideal living space. Though the furniture retained the same quality and affordability, how the shopper emotionally perceived it changed completely. Customers walking into the Heavenly Outhouse often note that “this is the most beautiful store they’ve ever seen.” Now don’t these remarks just make a retailer emotional?