People make purchasing decisions on emotions. It is part of human psychology – first we make decisions based on instinctive, emotional responses, then we justify them by considering rational factors like features and benefits.
Our brains are wired to connect with stories, which makes them crucial to effective product marketing. When your products tell as well as sell, you can build loyalty and affinity that increases revenue over the long term.
You need to optimize the product experience across all touchpoints to build that loyalty and increase customer lifetime value. That is where the right technology and processes come in.