During the infancy of the retail industry, product was king. There was less reliance on how and when customers would receive a product and more of a focus on how well it worked. This has all changed for today’s marketers. We live in an on-demand world (of instant gratification) and in order for retailers to succeed, they need to offer immediate delivery for must-have items — because today, convenience is king.
Uber is leading the way as the on-demand, digital disruptor. This app has proven itself vital for everyone providing a ride wherever and whenever people need one. It’s a blueprint for today’s on-demand economy. With that, here are a few tips in which marketers can learn from Uber’s success:
- Convenience is king
From buying shoes to booking a table for dinner, marketers must ensure their efforts to market convenience are optimised across all customer touchpoints and devices to create a memorable experience (no matter how short the experience). Consumers don’t want to feel rushed, but instead, confident that they will have a great experience.
- Provide immediate service where and when customers need it
- Surprises create a memorable brand
- Keep your eye on the ball --- create loyal, returning customers
These tips can help marketers drive their brands into Uber’s slipstream offering customers the convenience they seek. Gone are the days where consumers wait for a service or product hoping it will work or provide a great experience. The modern day shopper expects quick and efficient delivery, the product or service they’re purchasing to surpass their expectations --- and marketers hope they remember the experience and return. The secret is being tuned into customers’ needs as well as having the insight to provide welcome surprises.
By Steven Ledgerwood, UK Managing Director, Emarsys