To maximize the chances of your brand and products being selected at the point of purchase, your challenge is not just to develop habitual buying, but also to create repeat triggers that activate the consumer’s habitual behaviour.
In many instances, the repeat trigger is simply the visual image of the packaging or the brand name on the pack. The consumer’s unconscious compares these images to relevant memories, realizing that this is the product they have bought in the past, and gets them to pick it up and put it in their cart.
Shopper marketing can reinforce the repeat trigger; in other words, it can strengthen the association between the repeat trigger and the brand by creating additional exposures. The colour, shape, and fonts of the packaging are the most important triggers to get the shopper to see and select the brand.