The Power of Now: The Trend of Instant Gratification
The modern consumer has become more demanding than ever; be it a product or a service, consumers want it “now” without compromising on quality or uniqueness. To that end, offering added-value and instant services has become the new norm—providing an opportunity for businesses to differentiate and reduce abandonment rates.
Just a few years ago, same-day delivery might have seemed unattainable for some businesses. Many even dismissed the idea by labeling it as ‘too expensive and complex to fulfill.’ Today, same day deliveries have emerged as the benchmark of outstanding customer service of a business.
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That said, ‘click and collect’ approach to shopping—where a consumer can pre-order an item online and collect it from the retail stores nearby—has also gained popularity. Retailers note that while this mode of shopping has not only reduced online abandonment but at the same time, also effectively increased the footfall and in-store sales. Consider the example of UK’s renowned retail store, John Lewis. During the last Christmas season, the retail giant experienced more ‘click and collect’ orders than home delivery orders for the first time in its history.
Another significant breakthrough is utilizing AR and VR to engage customers at the store. Several paint brands utilize these technologies and offer tools such as ‘paint your room,’ where they allow customers to upload an image of their room, apply different paint colors and witness the transformation immediately. Apart from instantly gratifying the customers, this scheme also succeeds in increasing a shopper’s confidence in the product.
In the present hyper-connected society, the consumer’s growing desire for convenience and immediacy has necessitated businesses to take measures and implement new tools and services. Tapping this trend, businesses are poised to roll out more of such campaigns to capture consumers’ eyes and heart.
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