M&S collaborates with Matt Willis to surprise customers with complimentary coffee delights
A recent collaboration between British retail giant Marks & Spencer (M&S) and behavioural scientists has shed light on the powerful impact of free gifts on consumer loyalty. According to a study, a significant majority of Brits are more likely to remain faithful to a brand after receiving a freebie. This sense of delight at receiving something for nothing can resonate throughout the day, with 79 per cent of lucky recipients eager to share their good fortune with friends and family. The M&S cafes have capitalised on this phenomenon by offering complimentary coffee to customers who purchase a certain number of drinks through their rewards programme.
The behavioural scientists behind the study, James Cornish and Greg Tucker, observed the joyful reactions of customers who were surprised with free hot beverages, with none other than celebrity Matt Willis joining in on the fun. James Cornish elaborated on the research findings, explaining how the human brain responds to the word ‘free’ by triggering areas associated with reward, trust, and decision-making. This activation of the brain’s reward system releases dopamine, leading to feelings of pleasure and enhancing the likelihood of enjoying the experience. Additionally, the release of oxytocin, a hormone related to trust and bonding, can strengthen a consumer’s connection with a brand or experience.
The study unveiled that over half of consumers have made repeated visits to a business purely due to the promise of freebies. However, 53 per cent confess to overspending after receiving a complimentary item, with some splurging up to £100 or more. For 63 per cent of consumers, the value of a free treat is enhanced if it aligns with their preferences or needs. Furthermore, a surprise freebie is appreciated by two-thirds of customers, while 37 per cent place importance on the monetary worth of the gift. An M&S spokesperson highlighted that the significance of receiving something for free extends beyond financial savings, invoking a sense of appreciation and happiness among customers.
In a time where consumer spending habits are under scrutiny, gestures like offering free gifts play a crucial role in enhancing customer satisfaction and loyalty. The spokesperson emphasized that even small gestures, such as a complimentary coffee for Sparks loyalty scheme members, can make customers feel valued and special. The enduring popularity of receiving freebies across various industries underscores the emotional impact of unexpected gifts on consumers.
This study underscores the psychological mechanisms at play when consumers are treated to free gifts, highlighting the potent effect of generosity and appreciation on brand loyalty. By partnering with celebrities like Matt Willis to surprise customers with complimentary treats, brands like Marks & Spencer are able to forge deeper connections with their clientele. As businesses navigate an increasingly competitive landscape, understanding and leveraging the emotional appeal of freebies can be a strategic way to stand out and create lasting relationships with customers.