The word ‘Hedonics’ comes from the root word Hedonism. Baker Street added an “ics” at the end to signal that we have turned the passionate factors of consumer behavior into a mathematical science.
Our prospective clients often really know what they want to do, but the answers they give as to why they will pursue a given course and how they got will get there are very rarely (almost never) grounded in causality. They are logical, experienced guesses. The big problem is: no one can guess correctly, often enough, to consistently build the business.
If you know how to do it again, you can beat your competitor’s probability of success (based on their serendipity strategy) and win in the long-run.
In every business, there is an event called First Purchase. That very first purchased trial of the item. In every business, there is a reason consumers buy the idea, product, or service the very first time. There is something causal that influences their behavior. Their behavior is the act of purchasing. The causality is something else, the thing (attitude/need/belief/compulsion) driving the behavior.
You don’t have a business unless you have Repeat. One caveat – unless you have a VERY specific way to make all your money off 1-and-only-1 purchase of your product/service. Again, you don’t have a business unless you have consumers who buy your item again. They repeat. Knowing why they Repeat is obviously VERY important. It is the most important behavior to understand and therefore, to influence. Repeat is the one behavior that matters most in building The Right to Succeed. You must know why consumers will Repeat.
Consumers buy your product how often? Frequency is the behavior you need to know to forecast the size of any business. If you expect a certain First Purchase rate – and you understand the probability of Repeat, you can now try to understand Frequency. You need to know the causal factors effecting Frequency so you can know what the likely Frequency of purchase will be. You need to know the expected Frequency so you can forecast the size of the business in a specific period (a quarter, a fiscal year, etc), but more importantly, so you can effect your consumer’s frequency of purchase.
Loyalty is not Frequency and it is not Repeat. Loyalty is the consumer behavior of “staying with” your product/service – your Brand – over the course of their “lifetime” of purchases in the category. It is also the behavior of NOT buying – trying – your competition. There is a choice to be made – to buy your Brand or try another – Loyalty is the behavior that makes them NOT choose their other options.
This is a very different behavior. Second most important overall. It is talked about endlessly by Marketers the world over. They call it Word-of-Mouth. It is “telling” that they call it this. Most Marketers think they are “using” word-of-mouth Marketing. They write about it in their Marketing Plans. They proclaim it as part of their success (when it happens). But sadly, they are mostly wrong-headed about it.