This is the first of four podcasts I am doing to as a part of my book release for Primal Shopper. This episode (like the first part of the book) is about inspiration, finding the Shopper DNA, and blind alleys. The title of the first part of the book is Identifying the Primal Shopper. In this podcast I will touch on the inspiration behind the discovery of the Shopper DNA and a foundational concept called the Tension Triangle. The tension triangle in business is the proverbial triangle of time, price, and quality. In business the old adage was you can have two of the three, however, in the retail world this triangle takes on a whole different meaning as it related to Shopper DNA.
In this episode, I have some fun talking about the traditional marketing funnel and how it relates to dating. Over my career I used the dating analogy many times to describe what is happening within marketing (and how you shouldn’t date shoppers like you’re a desperate brand). To illustrate this concept, I talk about different funnels in four product categories: automotive, mobile phone, grocery, and restaurants; and possible solutions to move shoppers through the funnel.
What this book is about is one “shopper truth” worth telling – a primal truth. A primal truth that gets at the core reasons why some shoppers are passionate deal-seekers while others are passionate about their brands. The truth about why some shoppers detest shopping while others can’t stop.
My hope is that this book will convince you to stop and think about your own beliefs about marketing and advertising. If I do that, then I will consider this book a success.
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.
In the very first episode, I will discuss my journey to discover our Shopper DNA and how you can leverage it to grow market share. My introductory episode will cover the discovery of Shopper DNA with an in-depth look into three core DNA strands: Wallet, Time, and Brand. This DNA affects the ability for an…