Explore why shoppers rarely stay loyal and how brands can adapt using real human insights, with Devora Rogers of Alter Agents on Insights Unlocked.

Why shopper behavior is no longer predictable

Forget everything you thought you knew about how people shop. Fewer than 5% of consumers follow a predictable, step-by-step journey to purchase. Today’s shoppers are impulsive, exploratory, and constantly evolving—and for brands, that changes everything.

On a recent episode of Insights Unlocked, Devora Rogers, Chief Strategy Officer at Alter Agents and co-author of Influencing Shopper Decisions, joined us to unpack why traditional models of consumer behavior no longer reflect the way real people make decisions. Drawing from her years helping brands like Google, Snapchat, and Nespresso decode customer journeys, Devora shared how brands can embrace behavioral segmentation, human insight, and a whole lot more humility.

“You have to operate as if you're earning your customer’s loyalty every single time,” Devora said. “You can't rely on habit anymore.”

Let’s break down what that means—and how brands can shift from outdated funnels to truly customer-centric strategies.

Listen now and tell us your thoughts below.