How Businesses can assist Instant Gratification
It’s 2018, and the consumer is lazier than ever. We want what we want, we want it now, and we expect it now. Holding out for long-term fulfilment is not a desirable option. We are equipped with the technology – all we need are the businesses to assist us.
These days, consumers are more educated on certain markets, and brands must become more transparent than previous times. We are so informed by the internet that we expect business to be a certain way, and if it’s not, we will go elsewhere. This is especially true in the case of instant gratification. If a business is not ready to assist us in our need for instantaneous fulfilment, then it is of no relevance.
Think of all the ways we instantly perform tasks through technology:
● Accessing our documents from anywhere via cloud storage & file sharing platforms.
● Watching film/TV/videos via streaming services & YouTube.
● Messaging others.
● Getting fast directions to almost any location.
● Purchasing anything online.
The list goes on. Can we expect everything to have the possibility to become instant?
In order to satisfy the new generation of consumers’ needs, businesses must provide certain features that will conform with instant gratification.
Same day or next day delivery.
According to Statista, “speed of shipping poses a significant threat” to large purchases as slow delivery can put customers off and cause shopping cart abandonment.
Offering same day or next day delivery (if possible) will help reel customers in when they’ve already taken the bait.
24 hour communication.
If a customer is shopping (especially online) and they have a query, a business should be available to contact outside the normal business hours. The ideal form of communication is through instant messaging chat, but email will also suffice for after-hours. Providing a phone number is also crucial.
Offer something for ‘now’.
Let’s face it: we’d rather have something now rather than later. Offering something such as freebies is a good way to keep them coming: Use something along the lines of “Instant download – free for a limited time!” or give away samples of usually expensive products. Access to instant ‘exclusive content’ is also a great way to gain subscribers, by having them sign up with their email before gaining access.
Provide a visualisation.
Giving previews will help customers decide more quickly whether they want something or not. For example, ASOS offer videos of models walking in their clothes for a realistic preview. AllPosters offer a preview of what a print might look like hanging on a sitting room wall, in different sizes. Customer testimonials fall into this category if images are provided.
Have a detailed FAQ.
Even if those Q’s aren’t FA, provide answers to them anyway. This helps resolve most customer queries without them having to go to the trouble of emailing. This should be on your website.
Good user experience.
Having an easily-navigated website is vital for keeping customers interested and comfortable, and having easily-accessible support is just as important. Nobody wants to spend time figuring out a confusing website.
Not only do consumers want their needs and wants met quickly, but they want to feel especially looked after. By creating a personal atmosphere, customers will feel that someone is avidly looking after their order to get it to them as fast as possible. Send an automated follow up email after an order is placed using their name and give a delivery status estimate. Including a note in their package will make them feel as if someone was making sure their needs were met.