Dopamine Marketing: How to Use Surprise & Delight to Tap into Your Customer’s Psychology

A successful customer experience depends on managing expectations, both positive and negative. The psychology behind "surprise and delight" lies in its power to evoke out-sized positive emotions via novelty and the unexpected. Whether through a surprise gift, a special upgrade, or a personalized touch, ”surprise and delight” feeds into the brain’s dopamine response, creating a feeling of pleasure and reward.

These unexpected gestures stand out amidst routine interactions, making the experience (and the brand) memorable for all the right reasons. As consumers have increasingly more options to choose from and also crave genuine connection, the “surprise and delight” approach allows brands to transcend ordinary, transactional relationships and foster emotional bonds that drive loyalty and encourage organic advocacy.

In this post, we’ll explore ten creative ways that DTC brands can utilize surprise and delight in their brand marketing and customer experience strategies.

1. Personalized Thank You Notes

DTC brands have the opportunity to tuck in small surprises as part of your packaging and fulfillment process, and personalized thank you notes are a simple way to make customers feel appreciated. You can add thank you notes to your customers’ orders at specific milestones (e.g. reaching a loyalty tier) or at particular points in time such as around the holiday season. Or you can follow the lead of John’s Crazy Socks and include notes with first-time purchases to start the customer relationship on the best possible foot.

‍

2. Free Sample Items

Including complimentary or sample items with orders is another way to delight customers. This can be especially impactful for brands offering consumables, beauty products, or other items that lend themselves to frequent experimentation. With this tactic, the impact is a double whammy: the customer gets a little extra value and your brand can introduce the customer to new products they haven’t yet tried or even limited-edition items or seasonal flavors that customers wouldn’t normally select. Another approach would be to include samples of products they already love and encourage them to share with friends, powering word-of-mouth referrals.

3. Birthday Surprises

Celebrating customer milestones, such as birthdays is a great way to personalize the relationship with your customers. It’s a treat hyper relevant to them, so the surprise is more personal than, say, a seasonal discount that applies to all customers.

Within your SMS platform, you can set up an automated system to track key dates and send personalized emails or offers. Adding a human element, like a note or a special item they’ve shown interest in, can make the gesture even more impactful.

For example, King Arthur Baking adds extra loyalty points for members of their “Baker’s Rewards” program on their birthday.

‍

4. Unexpected Upgrades

Occasionally upgrading a customer’s purchase or experience is another way to hit those dopamine receptors. For example, you could expedite your VIP customers’ shipping around the holiday season or send the premium version of the product they ordered at no extra charge.

‍

5. Social Media Spotlight

By spotlighting customer stories, product photos, or testimonials, brands not only express gratitude but also lean into “social proof” as a branding strategy. Being featured by a brand can boost a customer's self-esteem and sense of belonging, and if we’re being honest, tap into the ego boost any of us get from public recognition.

Showcasing real customers' positive experiences serves as authentic endorsements and has the add-on effect inspiring trust among both potential and current customers.

For example, pet supply retailer Chewy solicits stories and content from their customers so that they can spotlight those pets (and their owners) in their social channels.

‍

6. Gamification

DTC brands can use interactive experiences that allow customers to win prizes, unlock discounts, or access new products. By incorporating game-like elements such as rewards, challenges, and progress tracking, it taps into the human desire for achievement, competition, and recognition.

This approach encourages engagement and brings an element of fun to the shopping experience. And don’t forget that these experiences can be digital or in-store, such as spinning a wheel, picking a mystery gift, or accruing rewards points. This approach not only increases user engagement but also encourages repeat visits and purchases, as customers are drawn to the interactive and rewarding nature of the gamified experience.

‍

7. Special Packaging

Surprise returning customers with unique, upgraded packaging or a custom design just for them. Adding elements like a personalized message, artwork, stickers, or a collectible design can make them feel special and give them a reason to share their experience online.

‍

8. Hand-Picked Mystery Gifts

For a fun twist, send mystery gifts with orders well over your AOV or for repeat customers. You can add these directly to your customers’ orders, or have customers enter a checkout code. This second method also builds anticipation as the customer knows a surprise is coming, but doesn’t know what it might be. Choose a surprise product based on your customers’ shopping history or preferences, which not only delights them but also introduces them to other products they may love.

‍

9. Secret Loyalty Tiers or Rewards

‍
Create “hidden” loyalty tiers that customers can unlock by reaching certain purchase thresholds, leaving reviews, or sharing on social media. When they reach these secret tiers, reward them with unexpected perks like early access to new products, exclusive discounts, or complimentary gifts.

‍

10. Limited-Edition or Exclusive Access Offers

Though we’ve covered this topic in detail before, it’s worth reiterating in the context of surprise and delight. Providing select customers with access to limited-edition items or exclusive drops is an effective way to make them feel like VIPs. Brands can make these offers to repeat customers or loyal brand advocates, reinforcing a sense of community and exclusivity.

‍

Bonus: Three Surprise & Delight Ideas for IRL

‍

Complimentary Small Treats or Beverages
Offer customers a free coffee, tea, or small snack while they shop. It’s a simple gesture that makes the in-store experience more enjoyable and memorable, encouraging them to stay longer and explore more products.

Surprise Discounts or Gifts at Checkout
Add a fun twist to the checkout process by offering a mystery discount or gift. For instance, customers could spin a wheel or draw a card to receive a discount or sample item.

Exclusive In-Store Events or Workshops
Host exclusive mini-events or workshops, such as product demos, styling sessions, or DIY tutorials. Customers who visit the store can participate and may receive exclusive access to a limited-edition product, free samples, or even a small branded keepsake, making their visit feel like a special event.