9. Power of Habit Chapter 7
- Pole, a statistic worker at Target was asked to figure out which of Target's workers were pregnant from their buying patterns, because pregnant parents buy a lot of things, and workers are able to sell more to them.
- If people see healthy food in the front of the store and finish their grocery shopping first, they are more likely to buy junk food later in their shopping trip.
- Each person's shopping habits are unique and don't typically overlap.
- Target uses their credit cards to be able to predict customers' spending and shopping patterns. They will guess what else you might buy but not at Target and ship you coupons for those things to try and get you to buy it at Target.
- People's buying habits are more likely to change when they're going through a major life event. When people are going through a divorce, changing a household, getting married, etc, they are vulnerable to interventions by marketers. Pregnant women are gold mines for this reason.
- Pole was able to identify about twenty five products that through analysis allowed him to guess what trimester a woman was in and estimate her due date so that Target could send her coupons.
- Meyer tried to figure out what made certain songs "sticky" and made people not want to change them on a radio dial. Sticky songs are what you expect to hear on the radio.
- Target needed to not let women know that they knew they were pregnant because of corporate ethics and personal privacy.
- People like to buy familiar things
- Target mixed in the pregnancy coupons with other random coupons, so that pregnant women don't think they were personally tailored for them.
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