Why We Buy - Habit

I find it interesting how despite all our technology and sophistication, we remain creatures of habit.  Habit, or the technical term "inertia', is a fundamental building block in our consumption lives.  Without it, the vast array of choices available to use would simply reduce us to a 'possum in the headlights' state. So it is interesting to see how habits, or routinised decision making (another technical term), come into play in our tech-savvy world.

It is different for every category - just think of supermarket shopping (mostly a chore) and compare it with shopping for fashion (mostly a chore only for blokes) or shopping online. The key challenges for marketers revolve around a) sustaining the habits of existing customers - giving them reasons to continue shopping with you, and b) changing the habits of prospective customers.  

How you do this is different for every situation, but a key question is: do you understand what is habitual in your category ? do you know what it takes to change or reinforce habits ? what are the triggers or cues on the 'path to purchase' ?  how can you use the psychology of shopping to your advantage ?  what is your strategy or are you just proceeding aimlessly along the same old path ?

It should  be simple.  Shopper insight pays.