In this new blog post we are going to highlight why convenience is a brutal marketing tool. Undoubtedly, convenience is one of the most interesting variables in the strategic analysis that a brand can make regarding the behavior of its consumers.
In fact, we can find endless examples of value propositions built on the basis of specific desirability.
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Convenience is a strategic focus that puts the consumer at the epicenter of importance
If a brand focuses on how to satisfy something specific and we facilitate the substance and form of what suits them, we will be very close to being their favorite choice. This is marketing.
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Let’s look at some examples. The convenience of not having to cook, or worry about it, is a major reason when we make the decision to order food at home. Delivery services focus on satisfying this behavior and bring what suits the consumer at the right time.
The same happens in supermarkets, where we can find everything at hand without having to go to individual specialized stores (fishmongers, butchers, bakers, greengrocers, etc.). Another issue is whether we want this convenience to save time or we are looking for other indicators of proximity, quality, proximity, etc.
If we constantly think about what things suit our target consumer, at different times, we can find first-level insights.
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Undoubtedly, this is a factor that merges time and effort. Therefore, designing shopping experiences focused on this decisive variable can bring a lot of value to the consumer.
Practicality, better prices, exclusivity, more effective service or 24/7 availability are some of the arguments that can be worked on, among many others. Do not miss the opportunity to think about what is convenient, as it will surely bring many pleasant surprises to your brand.
Photo credit: VS
