Simply put, emotional residue is the feeling someone walks away with after an interaction. In business, that feeling can determine whether a customer becomes loyal or leaves for good.
In the world of consumer psychology, emotional residue is often overlooked. Yet it’s one of the most powerful indicators of how your brand is perceived. Did the customer feel valued, respected, and empowered? Or did they leave frustrated, confused, or annoyed? That lingering emotional imprint influences whether they return or look elsewhere.
I was reminded of this today while shopping at Kroger.
For years, Kroger required customers to join their rewards program, download their app, and clip digital coupons to access basic sale prices. What should have been a straightforward shopping experience turned into a time consuming chore. Customers weren’t just inconvenienced; many felt tricked or manipulated.
And when those coupons failed to apply at checkout (as they often did), the frustration only deepened. So many shoppers complained that the Michigan Attorney General stepped in and sued Kroger for deceptive pricing tactics and bait-and-switch strategies. Kroger lost. And soon after, the company suddenly was able to change its policy in all Michigan locations only.
Today, customers can grab a weekly ad from the front of the store and scan a barcode at checkout, all coupons apply automatically. No app. No steps. No hassle. Just a simplified, customer-first solution.
But let’s ask a bigger question: Why was this ever so complicated?
Not every shopper wants to download an app for every store they visit. Not everyone has a smartphone. And many customers are hesitant to hand over personal data just to save a few bucks. Forcing people into app-based systems isn’t just inconvenient, it tells them their time and privacy are less important than your data goals.
And customers feel that.
If you don’t believe this matters, look at the competition. Aldi has quietly outpaced many grocery chains in both customer satisfaction and sales growth. Why? Because Aldi keeps things simple. They offer low prices without app requirements or hoops to jump through. They also invest in their employees, offering living wages that translate into better service.
The emotional residue Aldi leaves behind? Simplicity. Trust. Ease. Respect.
That kind of residue builds long-term loyalty.
Meanwhile, Kroger continues to introduce friction into the shopping experience. Recently, they’ve removed price scanners from their stores. Now, if you want to check a price, you’re expected to download the Kroger app, make an account, and scan through your phone.
Why? To collect more data. To boost app downloads. But in doing so, they’ve taken a quick, simple task and turned it into an annoying hurdle.
Once again, the emotional residue is clear: Frustration. Wasted time. Lack of trust.
Companies need to stop sacrificing customer satisfaction for internal goals that ignore the real human experience.
Moral of the story?
Make sure the emotional residue your company leaves behind is positive.
Because no matter how clever your promotions or how advanced your tech, it should not come as a sacrifice . And that’s what determines whether they come back… or never do.
Written By, Jessica Kandalaft of Kandalaft Consulting
