By focusing solely on the moment a customer interacts with a brand touchpoint. 

Companies are loosing the ability to connect with consumers on a human level: delivering happiness.

“Brands must tap into the joy of anticipating and the warmth of remembering.”
- Fast Company

A large part of what makes us human is the ability to express emotion, and recall memories. We build decisions and habits on our memories - on what we have learned in our past. Leverage that emotion, find a way to hook
your customers, and leave something impressionable that resonates with them so they come back. It’s not about the immediate joy of a new purchase. It’s that anticipation leading up, and being able to go back to that moment, that item, that memory that keeps us around.

Source: FastCompany