The Power of Now: Marketing the Trend of Instant Gratification
The demand for instant gratification is everywhere. Call me now, send it now, buy it now. Consumers expect to find the services, products, and information that they want quickly and easily. As stated in a survey by Real Simple magazine, 50% of women say they don’t have enough free time and 60% feel guilty for spending the free time they have on themselves.
Moms are busy and need ways to clear up space in their schedules. They don’t have the time to wait for around for the products and services they use, and with today’s technology, they simply don’t have to wait, so why should they? Instant gratification is an essential consumer trend that has placed a strong emphasis on immediacy for all brands, regardless of the industry.
Get It Now
Brick and mortar stores are utilizing instant gratification with the option to order online and pickup in stores. This uses the convenience of online shopping and saves time by eliminating the shipping period. Walmart’s Site to Store service is very popular, with over 50% of their online customers choosing store pickup. Consumers don’t want brand inconsistencies between online shopping and visiting a physical store. If your brand offers a service like this, it is important to make sure your consumers are well aware of it.
Show mom that you are listening to her problems and making her life easier by providing a variety of convenient, time-saving options. Consumers are also increasingly willing to pay extra for faster delivery and want choices when it comes to shipping.
See It Now
If moms can’t instantly receive the product or service they are getting from your brand, there are still ways to utilize the trend of instant satisfaction. Help them to visualize the finished result and they’ll feel like they are already benefitting from the purchase. For example, Behr Paint offers a “Paint Your Place” tool on their website which allows users to upload a picture of their room and apply different paint colors to the wall. Consumers get the satisfaction of envisioning what their home will look like before going through the work of painting.
Sites like Punchbowl allow users to see what their digital cards or invites will look like before they are sent and throughout the designing process. Not only can you send a personalized digital card or invitation within minutes, but also you have ownership over what the final piece looks like.
Help Me Now
Another way to provide instant gratification to your customers is through quality customer support. Prompt responses to customer questions or complaints, whether via email or a Facebook post on your company page, quickly provide customers with the satisfaction of at least knowing they were heard—even if you can’t instantly solve their problem. According to a Proctor & Gamble survey, moms get an average of just 26 minutes per day to themselves. The more time you save them when they have an issue or need something, the more loyal they will be to your brand.
But, Don’t Sacrifice Quality for Speed
When incorporating any trend into your marketing plan, it’s important not to lose site of your brand’s mission statement. Consider the Mexican chain restaurant Chipotle. Customers don’t like long waits for their food and theoretically Chipotle could save time by pre-preparing meals like many fast food chains. However, this would go against the company’s image, which totes “Food with Integrity” and promotes the use of local, fresh ingredients and meal customization. Additionally, the wait time at Chipotle doesn’t seem as long because you are able to see your food being prepared right in front of you—it’s instantly gratifying.
Instant gratification has and will continue to be popular among consumers, especially moms. Brands that offer the feeling of instant satisfaction through their marketing campaigns appeal directly to consumers’ desires and ensure you're helping making moms' lives easier. Check out more trends in the white paper, "15 Consumer Trends That Impact Marketing to Moms."