1st Class convenience
I avoid running errands at all costs.
But, no matter how hard I try, Lauren always seems to sneak the occasional task on to my list.
Today it was going to the Post Office.
Fortunately, I was spoilt for choice.
You see, there's a couple of Post Offices near our house.
One's quite big, is based in the back of a W H Smiths, and it's about as premium as a Post Office can be.
The other's fairly tiny, is based in a rundown newsagents, and is almost always out of stamps or envelopes.
It's obvious which one you'd use, right?
But here's the thing:
The nice Post Office is on the high street. The nearest parking is 3 minutes walk, and the machine only takes change.
I never have change.
The rubbish Post Office is on a quiet road with bags of parking right outside.
No points for guessing which one I always end up using.
Convenience is an incredibly powerful force.
Even if your product or service is better or cheaper than your competitors', if they offer more convenience, you will lose customers to them.
It's the reason why we buy stuff from Amazon, even if it costs more.
The simple convenience of using '1-Click' rather than having to enter billing details is enough to combat any price comparison.
What can you do to make it more convenient for your customers to buy from you?