Habit: The 95% of Behavior Marketers Ignore

Use

In addition to getting customers to automate the purchase process, companies need to develop usage habits. In a B2B marketing example, habit formation revolves around the relationship. It is critical that a company be easy to work with, be easy to order from, and not create surprises. The person in purchasing is more likely to buy from the supplier that has an intuitive web site and one-click checkout than the competitor that has better prices but is hard to order from. Although FedEx advertises reliability, the convenience of its envelopes in the office makes FedEx use automatic. Convenience is integral to habit formation.

Travelers booking their own airline flights or hotel reservations have multiple online options. Airlines want customers ...