Shopping Process

Need a trigger to begin shopping process 

◦ Create new goals 

◦ Emails/communiques 

◦ Create urgency 

◦ Regular scheduling 

◦ New innovations 

◦ “fashion shows” 

◦ Social media dialogues

When the perspective customer enters the 

market (e.g., when the toaster breaks) 

 If not a natural need, then need to create the need 

 THEN people pay attention to products/brands related to the category 

 Implication: Know what the trigger events are and when they might occur or CREATE new trigger events