When we think of brand loyalty, we believe consumers purchase the same product or service repeatedly because they’re superior to the competition. But is that true?
When you take a trip to the grocery store, you likely buy many of the same items each week or month because humans are habitual creatures and we usually eat the same meals that require the same ingredients every time we cook that meal.
So, when you find something that you like, why would you decide to suddenly change to a different product? Is it because no other product on the shelf could possibly be as good?
Probably not. It’s really because you already know what you’re getting and why screw with a good thing?
Well, this same mindset applies to almost anything we buy. From the grocery aisle to the service industry, we buy what we know because we trust it will fulfill our needs.
So, how do we turn a consumer that is habitually loyal to a competitor into our own customer? You must find a way to break the habit.
The good news is, breaking this type of habit is a lot easier than trying to quit something like smoking. The key is to clearly provide the consumer with options. It’s not that consumers aren’t willing to switch or try new products, they just want a reason or incentive to do so.
So, think about how you can get in front of prospective customers and differentiate yourself from the competition. It may be coupons, event marketing or mass advertising that does the trick. But whatever your method is, you must convert their habit of buying from your competitor to buying from you.
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