37: Adapting to shifts in consumer behavior: Insights from Rich Honiball, retail executive and adjunct instructor at George Mason University

How can marketers adapt when consumer behavior is shifting faster than traditional strategies can keep up? 

In this episode Rich Honiball shares his perspective on navigating the fundamental transformation that's continuing to happen in how people buy and consume information. Drawing on his experience across retail and marketing leadership roles, Rich argues that today's rapid changes demand agile platforms where personalization becomes necessity rather than luxury, and that two-way communication with customers is critical to understanding what will make their lives easier. He challenges the assumption that economic factors alone explain changing purchase patterns, suggesting instead that consumers simply value different things now and seek expertise from different channels. 

Rich emphasizes the importance of not abandoning core customers when chasing growth and studying how people actually take in information today. Throughout the conversation, Rich stresses that while the channels and methods are evolving rapidly, the fundamental work remains grounded in understanding and serving the people you are trying to reach. 

 

In this episode, you'll learn: 

Why your core customer should anchor your decisions even when everything else shifts 

What it looks like to build agile platforms that serve complex needs—without losing focus 

Where AI fits in marketing when human connection remains the priority 

 

Key highlights: 

[01:15] A man on the move 

[02:10] Rich's path to the Navy Exchange 

[03:55] Why does the military need a retail store? 

[06:25] Meeting the needs of all patrons 

[07:25] Staying competitive as retail options increase 

[08:30] Balancing art and science 

[09:55] The purpose of podcasting 

[12:00] A humble expert is always a student 

[12:55] An experience that defines you: Chicken gizzards and white rice 

[15:30] Advice to your younger self: Failure is a part of the puzzle  

[16:30] A topic marketers need to learn more about: Learn lessons from history 

[17:50] Trends to follow: Sustainability and shifts in engagement  

[19:30] Largest opportunity or threat to marketers today: AI is both  

 

Resources mentioned:   

George Mason University  

Retail Relates Podcast  

 

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