Let’s start with a short history lesson. The subject… how we pay for things.
First there was the barter system. You paid for something with goods of a similar value. I’ll give you two goats for your cow.
Then there was commodity money. For instance, barley. I’ll give you two bags of barley for your cow.
Then there were coins. Different coins of different value. I’ll give you a silver coin for your cow.
Then there were notes. I’ll give you a pound note for your cow.
Then there were cheques. A written order instructing your bank to pay the other person. I’ll give you a signed piece of paper for your cow.
Then came the real acceleration. Along came credit and debit cards. Then came chip and pin. Then came contactless. Then came digital wallets.
Now you just need to wave your phone, and you can buy the cow.
You’re probably not buying cows these days. But whatever you are buying, there is one common theme that has driven innovation in payments.
EASE.
Each step forward has made it EASIER to pay for things.
And the easier you make something, the more likely we are to do it.
Why are we talking about this? In our last blog we talked about competitive advantage. The importance of being different. Doing different things to everyone else around you.
But there was one thing that we didn’t talk about last time. Something that is increasingly important in the modern world. Something that can be a real competitive advantage.
Being EASIER.
Shopping is complicated. Shoppers face lots of categories. Lots of products. Lots of decisions. What are we going to have for dinner this week? What am I going to put in the kids’ lunchboxes? What drinks should I buy for the party this weekend?
It is impossible for shoppers to weigh up the costs and benefits of all the options and then make an optimal choice each time. So, they often have a simple solution…
They do what is EASIEST to do.
Meaning the EASIER you can make it for shoppers to buy you the more likely they will buy you.
So, how can you do this?
Be EASIER to FIND. This is about accessibility. It’s about being in more stores. All the places your category is sold or could be sold. It’s about being in more places in store. An easy-to-find home location. Easy-to-find secondary locations. Ones that have high shopper traffic and high shopper relevance. Being close to products that shoppers often buy and use together with your category.
It’s also about priming. Telling shoppers where to find you. In which stores and where in store. Be specific. Don’t say “find us in the chilled section” when you can say “find us next to milk.”
Be easier to find than your (direct and indirect) competitors.
Be EASIER to UNDERSTAND. This is about simplicity. Communication that uses few words. That uses short words. That uses everyday language. That is really easy to see and read. It’s about clarity. Communication that is directive. Telling shoppers what the product is (often it’s not obvious.) Telling them why it is good. Telling them how and when to use it.
Be easier to understand than your (direct and indirect) competitors.
Be EASIER to CHOOSE. This is about range simplicity. The less there is, the more shoppers will see. The more shoppers can see, the easier it is for them to make a choice. Aldi and Lidl are masters of this. Yes, a limited range is fundamental to their low cost model. But it is also fundamental to delivering an easy shopping experience.
It is much easier for shoppers to make a choice when there are only 2-3 options in a category. The easier it is to make a choice, the happier shoppers tend to be with that choice. No need to worry about whether you bought the right thing. Move onto the next category and make another easy choice.
Be easier to choose than your (direct and indirect) competitors.
Be EASIER to USE. This could be about time. A midweek meal that only takes 10 minutes. The microwaveable rice that only takes 2 minutes. It could be about effort. Things like Fairy’s “Skip the Soak” play to this. Recipe sauces play to this. Marinated meats & fish play to this.
It could be about convenience. The new Cif Infinite Clean says “use one spray, disinfect it all.” It could be about versatility. Showing shoppers you can be used for multiple things. Hellmann’s “Love your leftovers” communication gives shoppers more usage ideas. Good for shoppers. Good for sales.
Be easier to use than your (direct and indirect) competitors.
When faced with a harder option or an easier option we nearly always choose the easier one.
What is true in life is particularly true for (limited time and energy) grocery shopping.
Easier wins. So, be EASIER.
Feel free to forward. Have a great weekend. Speak to you in a fortnight.