Ignore ”I want it now!” shopper mentality at your peril

Roald Dahl saw the future.

Veruca Salt’s “I want it now” is not just the song of a fictitious spoilt brat, it is the reality of businesses operating in the digital age.

Shopping online, banking online, next day delivery – how we shop has changed consumer expectations. The digitalisation of our marketplace has made us impatient.

We no longer expect delays and as consumers, we no longer tolerate them. Closing a tab, swiping, switching; so many easy alternatives to the waiting game.

The economics of now

The instantaneity of the digital age is upon us and the economics of Now has changed not only how we sell but also how we market. Consumers expect real-time news feeds, live broadcasts, up-to-date bank balances, SnapChats, speed dates. In the day of the digital, to delay is to die.

Quick check out

The quintessential example of ignoring the “I want it now” shopping mentality is e-commerce websites that complicate the checkout process. When a customer is ready to buy, websites also need to be ready.

28% of customers reported abandoning their purchase because the check-out process was too long. They wanted it, but couldn’t get it quick enough, so they abandoned. “I want it now” means that customers often do not want to create an account before purchasing; 37% of carts are abandoned for this reason.

It’s not just immediate check-out that customers want. Pricing information, including delivery costs and options should be also readily available. Forcing customers to search around a site looking for information about delivery is a losing game; failure to display upfront delivery costs is the reason for nearly one-quarter of abandoned shopping carts.

According to Business Insider Uk, $4.6 trillion worth of merchandise was left in abandoned carts in 2016. This figure is increasing year on year.

Unpurchased merchandise worth trillions of dollars is a market worth tapping into. Businesses that keep making checkout easier and quicker will reap the benefits.

Website loading – the 4-second rule

If your website does not load within four seconds, you have just lost one-quarter of your traction, that’s according to an infographic on Mashable. To keep your website moving at the right speed:

1. Avoid poor quality hosting. Shared hosting might seem like an economical option but when dealing in the Economics of Now slow sites cost money. KISSmetrics research demonstrates that a one second delay in a page response leads to a 7% reduction in conversions.
2. Optimise images. Large image files slow website loading times. Be sure not to load image files that are larger than is necessary for their purpose on the website. Optimise image files to keep your site moving.
3. Convenience is key. A well-designed website is quick and easy to navigate, allowing visitors to find what they are looking for promptly. Read our blog post on how Growth-Driven Design can transform your online store.

Automated replies

The easy availability of automated emailing leaves no excuses for businesses. If a customer has a query or complaint, answer immediately. Email communication is instantaneous and allows for the quickest response to customer inquiries.

Remember online customers can choose to switch to a competitor’s website NOW. Every second that a customer waits for your reply increases the risk of that customer switching. A disgruntled customer left unattended is likely to vent their frustration into a negative review of your business.

Even if the email does not immediately resolve the issue or address the query, make your clients feel that you are there, now, that you are working on the problem, now.

Marketing to the “I want it now” shopper

It’s not just merchandise that customers want now, it’s information too. Your business can feed the information needs of the “I want it now” shopper. Data, news, product reviews; these are commodities.

If you know your client-base well, you will be familiar with industry-specific issues that interest them. Keep people up-to-date by sharing content that relates to their profession. If your clients are seeking answers, offer the up-to-date and sharp solutions they crave.

Real-time marketing

Generation Now never tunes out, neither should you. Exploit news-feeds on social media platforms to engage with customers in real-time. Repost news articles or live news broadcasts with your own branded commentary. Maintaining a near constant digital presence means that whenever anything happens, your business can be part of it, in the now.

The product alone is not enough

Consumer behaviours and expectations have changed, focusing on a product or service alone is no longer enough. With instant gratification so commonplace and so expected, the question is no longer, “Which product?” The real question many customers are asking is, “When I can get it?”

Just like Veruca Salt, they want it NOW!

Do you need help optimising the user journey on your website and accomodating to the “I want it now” shopper? As experts in user experience (UX) and user interface (UI) design and strategy, we can help! Get in contact today to optimise your website for a user experience your customers will love.