đĄ Needs without solutions lead to shopping.Â
Needs with solutions lead to restocking.Â
The difference matters because restocking consumers donât have gaps. Weâre collecting cat food, opening an app, or grabbing bananas. We know what we need - options be dammed.
đ Restockers must minimize interruptions. Donât change the package, the location, or the navigation. Bobâs two-in-one shampoo and conditioner wasnât stocked so he switched. But rather than shop along âobviousâ criteria like volume, shine, or fullness Bob shopped for two-in-one.
đ€ Challengers can manufacture interruptions. Bob and Greg call this âcontextâ and challengers can create space for questions. An example are the Allstate mayhem commercials.Â
Does my insurance cover my smart home accidents? I donât know! Â
Does my auto or home policy cover the car hitting the garage door? I donât know!!
Allstateâs commercial creates context and am I covered by that? moments. Contexts create questions and questions create gaps and gaps lead to switching from restocking to shopping.
Mold in the shower is another context where people shop more than restock. But hereâs a lifehack: get the toilet gel with bleach to clean your shower mold. Apply a ribbon, wait, and rinse. Boom, with that information youâre restocking and not shopping.Â
â Assignment: go to a store and see if you can identify the people who are shopping and those who are restocking. Send a reply with what you see.