Breaking the habit
Fifty per cent of consumers are habit-driven, tending to purchase the same items again and again, F.M.I. said. However, 83% said they welcome advice on unfamiliar items or preparation techniques. To capture these consumers, retailers must offer simple avenues for trying new options.
“Among habitual shoppers with a high trial barrier, product, occasion and preparation tips are the most powerful ways to prompt new product trial,” F.M.I. said. “Among those with a low trial barrier, promotions may drive new dollars.”