Convenience is a factor that has been employed by businesses for many years as a way to stand out from the competition. You’ve seen it plenty of times. For instance, when you just need milk from the grocery store and, lo and behold, there’s a small case of milk right near the registers. The brand of milk doesn’t matter at that point because you’d rather grab it and go than walk all the way to the back of the store. How convenient, right?
In fact, convenience is one of the 4 C’s of marketing, a customer-centric model created by Robert Lauterborn in 1993. The other C’s include Consumer wants and needs, Cost to satisfy, and Communication. The four C’s focus on the consumer and are best suited for niche marketing. In this post, we’ll home in on convenience: why it’s important along with simple ways to provide your customers with convenience.
The importance of convenience
Convenience is defined as, “the state of being able to proceed with something with little effort or difficulty”. In business, convenience is how easily consumers are able to find out about and obtain the product or service you offer. UX Magazine says that convenience is “a critical factor in determining how customers make decisions about what to buy, what services to use, where to go, and with whom to engage.”
In a 2002 publication in the Journal of Marketing, the authors systematically examined the convenience literature in general to better understand service convenience specifically. They found that “convenience orientation” – a customer’s general preference for convenient goods and services – has a major impact on purchasing decisions. Furthermore, the publication explains that the research streams most related to service convenience are those focused on 1) consumers’ time and effort expenditures, 2) consumer waiting, and 3) convenience orientation. Lastly, it was determined that the perception of a service’s convenience affects the overall evaluation of the service.
It’s clear that providing your customers with convenience is essential when it comes to growing your brand. However, offering convenience is becoming more and more challenging in today’s fast-paced, busy lifestyle. Which is why, below, we’re suggesting a few ways to provide your customers with convenience.
Provide your customers with convenience
The Marketing Mix recommends that you make a list of any barriers that could prevent your customers from finding out about your product or service and interfere with a purchase. Try to look at the situation with a fresh perspective. Brainstorm a solution for each barrier you identify. For example, are customers able to find and easily navigate your website? Use tracking tools to measure the analytics of your website. This will help you to determine what is working and what’s not, and also to identify any obstacles that may prevent customers from using your services.
One of the most effective ways to provide your customers with convenience is by simplifying the payment process. Let’s face it: no matter how much you thrill your customers with your services, asking someone to give up their hard-earned money is never easy. If the customer needs to find cash or their check book, maybe an envelope and stamp, perhaps the address and name of the service provider, make time to write out and send a check, etc., it’s a headache! So how is it possible to eliminate such inconvenient methods of payment and make it easy for your customers? Let us introduce you to MACH1.
MACH1 is a mobile app developed by Profit Engine specifically for independent service providers (aka solopreneurs, side-giggers, etc.). We made it a mobile app because you probably spend more time in your vehicle or at a customer’s location than in your own office. (Convenient, yes?) MACH1 gives you the ability to make all of your customer transactions easy, convenient, and fun.
For example, with a few taps on your smartphone you can create awesome-looking, professional bills branded with your logo. Then, you can send the bill to your customer via email or text message, allowing them to pay with a single click from any location. Plus, MACH1 gives you the ability to add photos and videos to the bills and offers you send. Before and after photos or videos showing the results of your work will leave your customers downright delighted!
Overall, MACH1 makes it convenient for both you and your customers! Try MACH1 free for 14 days to see for yourself just how easy it is to provide your customers with convenience.