A Marketer’s worst nightmare?? When customers have to wait to get the work done.It is a great turndown for the customers if they have to wait. According to Stephen Novlis “Effect of delay between choices and consumption between choice and consumption” Yummy factor plays a very important role here.
If marketed perfectly, this delay can indeed be used to increase the experience of the consumer.
(OK. Hold off eating that chocolate bar for a minute. Now, bite. See what we mean?) The delay allows the consumer to savor their anticipation of the product, which adds to their experience.
This factor means a great breakthrough for the marketers who operate in an industry where delays are unavoidable. Keep the lounge near the kitchen of your restaurant. The customers end up eating more than they planned. The sight and aromas of food increase the anticipation among customers.
But what does this mean for the marketers??
Building an anticipation factor where delays are unavoidable increases the customer experience drastically and finally you end up getting more than you anticipated.
This is a study by Mr. Novlis from the western parts of the world. Let’s implant this in our daily marketing strategies and see the results in the Indian context. This is a great time when most of us are either joining our first job or are entering our summer internship. If this proves to be successful we may get a greater chance of progressing upwards in the corporate ladder.
Share your experiences in the comments …
