Comments on: Loyal Customers vs. Habitual Customers – There’s a Difference http://www.goldsmithstrategicservices.com/blog/brandconsumer-relationship/loyal-customers-vs-habitual-customers-%e2%80%93-there%e2%80%99s-a-difference/ Perspectives on Consumers Wed, 21 Dec 2011 20:51:23 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Zdenek Skala http://www.goldsmithstrategicservices.com/blog/brandconsumer-relationship/loyal-customers-vs-habitual-customers-%e2%80%93-there%e2%80%99s-a-difference/#comment-56 Zdenek Skala Tue, 12 Jan 2010 14:41:44 +0000 http://GoldsmithStrategicServices.com/blog/?p=402#comment-56 Do not know the background of McKinsey typology but seems to be close to what we employ (mostly in FMCG shopper research): to distinguish between "numeric loyalty" and "preferential loyalty", simply between "buy it" and "want it". The resulting 2x2 matrix shows clearly the position of brands, chains etc. The emotive vs. deliberative polarity seems to refer more to details of decision process ('why do you prefer this brand') and would be better treated separately from loyalty issues. BTW: 'habitual behavior' is one of the deepest mysteries of purchasing process, IMHO, and a thing of prime interest to marketing/market research :o) Do not know the background of McKinsey typology but seems to be close to what we employ (mostly in FMCG shopper research): to distinguish between “numeric loyalty” and “preferential loyalty”, simply between “buy it” and “want it”. The resulting 2×2 matrix shows clearly the position of brands, chains etc. The emotive vs. deliberative polarity seems to refer more to details of decision process (‘why do you prefer this brand’) and would be better treated separately from loyalty issues. BTW: ‘habitual behavior’ is one of the deepest mysteries of purchasing process, IMHO, and a thing of prime interest to marketing/market research :o )

]]> By: Rohit Goel http://www.goldsmithstrategicservices.com/blog/brandconsumer-relationship/loyal-customers-vs-habitual-customers-%e2%80%93-there%e2%80%99s-a-difference/#comment-55 Rohit Goel Fri, 08 Jan 2010 23:07:52 +0000 http://GoldsmithStrategicServices.com/blog/?p=402#comment-55 I am not clear what you trying to express, except the fact that you are talking something about habitual thinking. what we are discussing about is all about the loyal customers and their buying behavior. What makes the marketers believe that their product will be bought even if they do not advertise about it. it happens only when the consumer is loyal. When is he/she loyal? It depends upon teir experience with the product and what value addition they perceive or in short the typology i.e. Deliberative Loyal, Emotive Loyal and Inertial Loyal customers! I am not clear what you trying to express, except the fact that you are talking something about habitual thinking. what we are discussing about is all about the loyal customers and their buying behavior. What makes the marketers believe that their product will be bought even if they do not advertise about it. it happens only when the consumer is loyal. When is he/she loyal? It depends upon teir experience with the product and what value addition they perceive or in short the typology i.e. Deliberative Loyal, Emotive Loyal and Inertial Loyal customers!

]]> By: Greg Timpany http://www.goldsmithstrategicservices.com/blog/brandconsumer-relationship/loyal-customers-vs-habitual-customers-%e2%80%93-there%e2%80%99s-a-difference/#comment-54 Greg Timpany Thu, 07 Jan 2010 13:53:46 +0000 http://GoldsmithStrategicServices.com/blog/?p=402#comment-54 I concur there is way too much "rut" or habitual thinking going on, not just amongst consumers but also with marketers. One the best ways I have experienced is to get those that live in the ivory tower of the C-suite out into the trenches with the consumers. The insights that come from this nexus are very interesting and often actionable. This is not an easy task, but it is a vital one if we truly desire to be innovative and break out of habitual thinking. As for habitual thinking on the part of consumers the goal is too encourage them to roll over into evangelists. How best to do this is an ongoing debate. Greg I concur there is way too much “rut” or habitual thinking going on, not just amongst consumers but also with marketers. One the best ways I have experienced is to get those that live in the ivory tower of the C-suite out into the trenches with the consumers. The insights that come from this nexus are very interesting and often actionable. This is not an easy task, but it is a vital one if we truly desire to be innovative and break out of habitual thinking.

As for habitual thinking on the part of consumers the goal is too encourage them to roll over into evangelists. How best to do this is an ongoing debate.

Greg

]]> By: Rohit Goel http://www.goldsmithstrategicservices.com/blog/brandconsumer-relationship/loyal-customers-vs-habitual-customers-%e2%80%93-there%e2%80%99s-a-difference/#comment-53 Rohit Goel Thu, 07 Jan 2010 06:27:08 +0000 http://GoldsmithStrategicServices.com/blog/?p=402#comment-53 Very true! The typology seems to be logical and your view regarding the consumer's loyalty towards the particular beer brand also holds good. However, i feel that for beer brands, emotive loyalty may hold good as well. Statements like: "This is our brand", "Every year we repeat this" have some emotional contribution to the brand loyalty. Just like every brand has a story behind it, every brand loyalty has a story behind it! Just try to remember the good experience you had with a brand and thats the story! Very true! The typology seems to be logical and your view regarding the consumer’s loyalty towards the particular beer brand also holds good. However, i feel that for beer brands, emotive loyalty may hold good as well. Statements like: “This is our brand”, “Every year we repeat this” have some emotional contribution to the brand loyalty. Just like every brand has a story behind it, every brand loyalty has a story behind it! Just try to remember the good experience you had with a brand and thats the story!

]]> By: Caryn Goldsmith http://www.goldsmithstrategicservices.com/blog/brandconsumer-relationship/loyal-customers-vs-habitual-customers-%e2%80%93-there%e2%80%99s-a-difference/#comment-52 Caryn Goldsmith Wed, 06 Jan 2010 22:49:02 +0000 http://GoldsmithStrategicServices.com/blog/?p=402#comment-52 I hadn't read about their types before...good to know. From their names, I would agree with you about the inertial loyals. I hadn’t read about their types before…good to know. From their names, I would agree with you about the inertial loyals.

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