Consistency

Fortunately for marketers and entrepreneurs very few consumers suffer from neophobia. They are always prepared to give something new a go if it is relevant and useful or desirable to them.

But once they are hooked and the novelty wears off they want consistency. They want to relax into an easy state where they know what to expect.

In the early days of nudie the flavours of the product changed almost weekly (it is far more homogeneous now and I can't help but wonder why). The reason for this was that the fruit we used changed - different varieties; different seasons; different growers; different climatic conditions, all impacted - as anything which is natural and real will do. Initially this change was off putting for some consumers, but they quickly learned it was because a nudie was made from real fruit and there is no such thing as a consistently flavoursome strawberry for example.

Before long consumers expected subtle variations in flavour and wanted that consistently delivered because it was a reassuring hallmark of the integrity of the product.

We are creatures of habit. I will go to the same place every morning to get my coffee made by someone who 'knows how I like it' and who uses the same beans. If it all changed and it wasn't to my liking a few mornings in a row I would have a reason to think about exploring for another coffee shop.

Once you have determined the hallmarks of your offering - the product, the service, the quality and the brand - work at delivering it with consistency. If you do you will provide your most loyal customers with more reason to stay and spread the word.