Ep3: A New Year’s Resolution: Use Marketing to Change the Shopper’s Stripes
Every year many people make a New Year’s resolution. Most people are unable to keep their resolution. Why do we fail? Well, we fail to understand the core motivation fueling the habit. This fact is also true for shoppers. Many marketers fail to alter a shopper’s habits, because the are unable to pinpoint their core desire.
This podcast is about changing your shopper’s stripes through marketing. I will cover three topics in the podcast:
- What is the true cost to change our stripes? I will discuss New Year’s Resolutions and the primary reason many of us fail to keep them.
- It’s not about a resolution, it’s about creating a habit. The key to keeping a resolution is about creating a new habit. I will talk about habit creation based on insights from Charles Duhigg’s book The Power of Habit.
- Can you change a shopper’s stripes with your marketing? I dedicated most of the podcast to discuss the ability to change a Shopper’s DNA. To move a shopper from their preferred DNA to a different DNA profile that is advantageous to the marketer. I will illustrate how to shift the DNA through examples in discount retail, grocery, and hotel.
Top resolutions for New Year’s by YouGov
The cost for New Year’s Resolutions from CheatSheet.com
The Power of Habit by Charles Duhigg
Changing the Shopper’s Stripes for Hotels
In this podcast, I discuss how to move a vacation planner from Free Agent to Brand Citizen and then from Deal Seeker to Price Blind. The hotel/resort can significantly reduce the impact of Online Travel Agents (e.g. Expedia, Hotels.com, Trivago) within the vacation planner’s journey by changing the shopper’s stripes.