Not long ago our toaster gave up the ghost. My mother happened to be visiting and told me how I simply must get a big, Dualit one as it’d last me the rest of my life and they make great toast.
A bit of research told me that Dualit toasters are British-made to high quality standards and are designed so that components can easily be replaced which means that the product doesn’t have to be replaced when one heating element goes. Great, I thought! However, when it arrived in the post, I couldn’t help wonder what on earth I had been thinking spending £70 on a toaster!
I lifted it, heavy and shiny, out of its strong box and noticed it had been carefully wrapped in branded tissue paper. I knew then I’d made the right choice.
In that moment, the quality packaging and attention to detail made an emotional connection with me that instantly converted me from a first-time customer to a raving fan. I can’t explain it – writing it down and considering it objectively makes me feel particularly silly – but that’s how I felt.
Bryony Thomas at Watertight Marketing calls this “The Hug”.
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