People buy on emotion and justify with logic, was one of the business tips given at the launch of the York Business Festival this week.

The event at York St John University’s Creative Centre featured keynote speakers, Oxfordshire-based retail expert Stephen Spencer and Matty Lewis of the York-based Fortus Foundation.

The York Business Festival is a joint initiative involving York St John and The Press, with further support from City of York Council, the York and North Yorkshire Chamber of Commerce and other organisations.

The opening was undertaken by Brendan Pattison, Interim Dean of the York Business School, university vice chancellor Prof Karen Bryan and Suzanne Dickinson, York St John’s Employer Engagement and Student Opportunities Manager.

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The three spoke of the range of business-related offerings available from the university and how a third of students at it attend its York Business School.

The university is heavily engaged in business-related courses, with it also working with the York Press on its York and North Yorkshire Top 100 business rankings, launching the creative skills academy and working with North Yorkshire Council and others on helping it develop its tourism strategy.

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The Monday evening launch also saw the launch of the university’s business clinic.

The clinic offers free consultancy services covering a range of business topics and is available to SMEs, multi-nationals, charities, trusts and social enterprises.

The clinic’s director is well-known York hotelier and hospitality champion Sarah Czarnecki, who is also the president of the York and North Yorkshire Chamber of Commerce.

The first keynote speaker Matty Lewis of the Fortus Foundation spoke of how the charity was formed by the Fortus accountancy firm as a way of doing ‘good things’ in the city.

The foundation is encouraging businesses of all sizes to give one per cent of their profits to help community groups and other good cases.

The next keynote speaker was Stephen Spencer of retail consultancy Stephen Spender and Associates.

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Stephen has previously work in York for the Continuum tourism attractions company and is currently helping Castle Howard on culture and people development.

He told the audience attracting sales is about ‘architects of ambience’, about how people feel, having an experience.

He likened consumer purchasing to am ‘emotional rescue’ saying if they are in a positive mood, people will buy more.

“People buy on emotion and justify with logic,” he said.

Customers remember a small percentage of what they can touch, hear and see, and are more influenced by taste and especially smell. How fragrant a venue is, will impact on emotions, he said.

Much, he continued, came to what he called the ‘sixth sense’ of the ‘overall experience.’

It was like how when you walk into a restaurant, it may all feel good straight away.

Companies need to look at their story, their team, their systems and how they deliver. Staff need to align with the mission, vision and values.

“You need to know about your customers, what their hopes, dreams and aspirations are,” he said, adding sustainability, be it financial, social and environment, was now essential.

A range of events are taking place all week as part of York Business Festival.

For details, go to: https://www.yorksj.ac.uk/events/york-business-festival/