Retention & Engagement

How HelloFresh Successfully Educated and Converted Customers in the “Movable Middle”

2 min read

A bold new logo may look good but — let’s face it — it won’t solve your customer retention problems. However, if you’re able to educate customers about the ways your product can make them healthier, less stressed about at-home meals, and then add beautiful branding on top that drives home this messaging, then you’ve got the recipe for building a loyal audience no matter what market you enter.

Over a decade of research allowed business strategy firm APCO Insight to prove that “emotional attachment, not cognitive differentiation of rational attributes, is the most reliable predictor of brand choice and behavior.” The research identified eight emotional feelings people have toward brands: understanding, approachability, relevance, admiration, curiosity, identification, empowerment, and pride.

Connect the dots, and these are also the traits and qualities brands must communicate to drive customer connection and trust.

This is the view of Emma Baines, Global Director of Creative Services at HelloFresh, the fast-growing meal-kit provider worldwide. Baines leads the in-house creative agency working across TV and out-of-home advertising (OOH) campaigns, packaging, and digital performance marketing for five brands across 14 countries and counting. Most recently she led the rebrand of HelloFresh — a brave move in the midst of a global pandemic.

Read the full article on the CleverTap blog.