I highly recommend any marketer charged with driving growth in consumable products or driving traffic in a specific channel, whether it is a website, app or storefront read Hooked by Nir Eyal. Nir argues that Habit is quickly replacing classical marketing, especially in high frequency purchases. The power of Habit works very well in technology based consumer actions, such as Facebook, Pinterest or Candy Crush, but it also works exceptionally well in regular purchases, for example, purchasing a morning cup of coffee. Additionally, how much thought do you typically put into which market you are going to shop in this week or which station you will take your car to the next time it needs work?
Nir lays out a process for increasing the likelihood of creating Habits that reinforce your customer purchasing from you. These are: 1.) Trigger, 2.) Action, 3.) Variable Reward and 4.) Investment.
Over the next several points, I’ll be talking about Nir’s process in more detail.