The Age of Convenience
As consumers continue to expect things at the click of a button, certain brands are capitalizing on the advantages of this and positioning themselves at the forefront of this trend.
Over the past few years, several services have emerged that allow consumers to get everything they need with one click – from groceries to wine to razors, anything can now be delivered to your doorstep.
Beloved services like Postmates and GrubHub allow you to order food and other items without any human contact, while services like Trunk Club, Graze, and BirchBox go one step further and eliminate the need of you having to make any decision at all. Upon signing up for the service, the buyer takes a preferences test and then receives customized monthly deliveries of clothes, snacks, makeup, etc.
Brands like these have ushered in an Age of Convenience, where consumers get none of the hassle, but all of the gratification. According to a Shutl survey, 60% of millennials expect more from delivery services than they did two years ago.
Convenience is no longer a perk – it’s a necessity. And as more of these delivery services pop up, consumers’ expectations for their shopping experiences change and force companies to refresh their brand positioning accordingly.
This consumption transformation is just getting started. While only 8% of those surveyed by CivicScience use a convenience service now, 24% are planning on subscribing in the next year. The popularity of these services suggests that the future of shopping is all about having someone else do it for you.