‘Customers’ are a repeating pattern of behaviour that expresses itself in people – from the point of view of a company, it doesn’t really matter who that person is when they walk into a store.

Throughout the marketing process, we spend a lot of time trying to understand the kind of people who are most likely to buy, but behavioural economics and decision research all suggest that ‘where’, ‘what’ and ‘when’ are at least as important as ‘who’.

[If] we know where you are [via a check-in, for instance] and what you want to buy – intention and location, very useful context to market to.

So we can look to market to contexts, instead of people, now that we have access to proximity and intention data that can suggest context.

For people, business and the behaviour that is customers, it’s not just where you’re at that’s important, it’s what’s around you.

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The biggest influences on you are the people you spend the most time with – usually the people you work with.

Behaviour is socially contagious within certain parameters.