A really basic illustration of how customers—or even better, people—think. In this case the scenario is a "mother of the bride" in search of a gown for her daughters' wedding. And, she's just as comfortable shopping online as she is off. Let's call her "Samantha". Fail to meet Sam's rational needs, and she's gone. Fail to embrace her emotional needs, and she'll never tell anyone about you. In short, failure is not an option if you want to engage Samantha in an authentic relationship.