14. Why We Buy - Variety #consumer

Sometimes shoppers buy stuff simply because they need a change. Confusing as this is to researchers, most shoppers have a repertoire of brands they choose from, to cover the inevitable stock outs at retail, and as a coping mechanism for 'Affluenza'. However, shoppers have a repertoire of locations as well. The markets are a good antidote for shopper boredom - great variety, and a sense of discovery., because sometimes the malls are just too predictable, and the markets naturally offer a sense of the 'bargain' as well. Good retailers know how to add an element of pleasant surprise into their offerings - whether online or in the shop. Do you know what surprises your shoppers would value ? It should be simple. Insight pays.