Connecting with customers on an emotional level may very well be the single most important endeavor for an ecommerce store.
Why? Because people rarely buy for logical reasons.
According to the late Zig Ziglar (American salesman and motivational speaker), "People don't buy for logical reasons. They buy for emotional reasons."
Ziglar isn't the only person to push that train of thought. Forming emotional connections between brands and customers is now seen as an imperative marketing tactic - especially amongst the millennial generation.