Other forms of entertainment include showing the consumer the work you’re doing on their behalf and/or telling them about it.
- Work in front of the customer and give a running rendition about the progress being made. Say how far along you are and how much further you have to go. In e-tailing, a progress bar is better than an hourglass. Researchers at University of Singapore and University of Toronto found that consumers evaluated the price of a locksmith service as a better value when the service took longer than when the lock was picked faster, as long as they were kept informed of the progress.
- Build anticipation. Researchers at University of California-San Diego and Duke University discovered that although people say they would never pay more money if it meant waiting longer for delivery, those same people report experiencing substantial pleasure from anticipation during the wait. Consumers sometimes don’t know what they’d like, or they prefer not to tell the retailer. Consumer psychologists at University of Chicago found that with products like theatre tickets or premium chocolate candies, the average purchaser enjoyed it more if there was a delay before use of the product.
- A set of Harvard University studies found that you can ease waiting anxiety and produce higher satisfaction even by depicting work that you didn’t really do. This struck the researchers as lying to the customer. Another way to view it is as entertaining the customer, and remember that entertainment helps pass the time.
For your profitability: Sell Well: What Really Moves Your Shoppers
Click below for more:
Fill In the Hourglass for Customers
Make Waiting in Line Interesting
Wait a Minute Before Purging Customer Waits
Keep the Checkout Lines Flowing