May 18, 2020
Now Convenience Unlock Your Marketing Strategy
In the 21st century when digital and mobile technology is developing, it has developed the notion of convenience. Convenience means an easier way of doing your personal task in a more efficient manner.
In our daily life, we see seamless technology making our life easy. Whether it’s a new product, services, or app they all cover the markets leveraging convenience in our life.
If you are busy having guests at home and you think it’s not convenient to cook food for everyone then just through your mobile, you can place order, and food will be at your door.
If you don’t want to stand in a queue for purchasing grocery, or you want to enjoy Ice cream at 12 AM no matter!!! through the mobile app you just have to order and enjoy your Ice-cream.
In the 21st century when digital and mobile technology is developing it has developed the notion of convenience, convenience became a very popular word, but for every individual meaning of convenience may be different as per their choice and taste. It will be better to understand this term.
What is convenience?
Convenience means an easier way of doing your personal task in a more efficient manner, Convenience is shaping your lives and helping the economy to grow with supreme value. Consumers choose the easy path of convenience and get a relaxing and hustle free experience going with the saying that- Easy is better, easiest is best.
As Evan Williams, a co-founder of Twitter, recently put it, “Convenience decides everything.”
Consumers always want to get more values in their transactions, like emotional feelings of enhanced experience value. For example, a person booking a cab gets the experience of a stress-free drive in the traffic for which he happily pays a few more bucks.
Once you tasted convenience you demand more convenience through a combination of economy of scale and power of habit. The same thing is happening in today’s world.
The consumer must have the power of decision to get convenience. In the tech industry, convenience means a greater degree of industrial dominance. Live example is of Amazon Go you opt amazon, Amazon becomes more powerful by adding some monopoly in it.
Convenience for Consumers
Before, consumers behavior, choices, and preferences are more or less similar and kept in a homogenous category but time is changing with speed. Now it is difficult to put customers in clusters without having similar needs and desires. Every single customer wants to stand out, they want to be unique, and ready to spend more for this uniqueness which adds in their personality, reputation, and status quo.
Convenience has become an ideal, has become a value, and has also become a way of life so in the present scenario it opens possibilities to individuals, consumers retailers’ marketers, etc.
Convenience for Marketers
In the era of competition, what brands are doing? Marketers just listen to their consumers, know consumers’ interests, and understand their needs and accordingly craft the product to suit their requirements. Even marketers have to deliver what consumers want and where they want.
Convenience means speed and being in the right place at the right time and delivering everything that a customer needs. Customers want things fast with no disruption in their busy life and at their place. This change in the behavior of consumers compels brands to adapt mass customizations for their survival and growth. New products are trendy and customized as per the need of the consumers like Alexa, Fitbit, and Netflix, etc.
Now marketers are designing and innovating distinct ways to provide convenience to their consumers. Some novel ways are –
Nordstrom
These stores are running and gaining importance because of special features like Self-service, return bin, scan, and shop. During this process, users upload pictures of the product on the app, so they find a range of similar products.
To make it more unique, they provide services of a stylist who helps consumers to buy the product based on best suited their personality.
Here apps and technology work together, the consumer just doesn’t buy the product but learn about the product, about the brand, and last but not least add value in his experience.
Scan & go
This technology allows consumers, to get self-service, and easy checkouts from the stores. Shoppers can choose a product from digital shelves, add to the cart and collect it from the checkout counters. Retailers are adopting this technique and are exploring new ways of convenience.
Amazon Go
It is a minimal friction store, open in the US, this store offers an insight into the success of convenience marketing.
The main features of this store are- the human-less, and contact-less stores with no ques and no checkouts. Here person picks any product from the store and just walks out, no interaction with a human, cameras identify the product and maps it to the consumer profile, and through app payment is fulfilled. No need to exchange money. This is the way marketers incorporating technology and defining a novel and exciting way of shopping with enhanced convenience experience.
goPuff
goPuff ‘s is a business model which offers services with convenience and meeting the strong demands of younger consumers:
It is very easy to use and several products are available for offer. Delivery is quick and per order, service charges are very low.
In the future more companies can follow similar trends for their marketing to millennials and Gen Z.
How technology has changed the face of retail marketing? You can see how retail spend at minimal friction stores such as Amazon Go which has grown from an estimated US$253 million in 2018 to over US$45 billion by 2023. How is convenience the new convenient it can be inferred from the data of over 32 million shoppers which will use the self-scanning app, an alternative to ‘Just Walk Out’ technologies by 2023; driving higher engagement.
But keep in mind
But it has its dark side too that you surrender before the easy and convenient not accepting the challenges sacrificing the live moments, sometimes sacrificing the sharing feelings with loved ones, etc., because you opt technology rather doing it by yourself like ordering food instead of preparing food with family members. Purchasing convenience food like ready to eat food packets instead of fresh and food.
Conclusion
This is something like a convenience revolution committed to making life easier. You will pay a premium for convenience and personalized services or products. With the passage of time more brands are making the best efforts to understand and listen to their consumers, customize their needs, their wants, and the retail industry is leading the market by accepting this convenience market strategy for making its way. Consumers’ expectations are at an all-time high. The brands that deliver on convenience and customization will definitely lead the market and win the heart of the consumers.
WRITTEN BY
Prof. D.Nema Author, Writer, Blogger, Mentor, Life- Coach.
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