The age of the digital world is upon us and growing more and more each day. This has created a class of consumers that are impatient. These consumers have been schooled into becoming the so-called “IWWIWWIWI” — “I want what I want when I want it” consumers.
These digital consumers are impulsive and in the pursuit of immediate gratification. According to Euromontor’s top consumer trends for 2017, consumers want services yesterday and real-time virtual dialogue with their brands. “Ordering in advance is no longer enough.”
Brands are now responding with a plethora of sped-up business models, from one-hour delivery to offers via beacon technology. Once such example is in the fashion industry where consumer impatience has wreaked havoc on the traditional “preview” system. With the advent of mobile internet, traditional previews have now become “hot off the runway” offers.
“Our psyche has changed. It is all about immediacy,” explained Sarah Rutson, vice president for global buying at Net-a-Porter, to the New York Times.
Meanwhile, shopping giant Amazon is working on delivering packages to its customers in under 30 minutes with the use of drones. In London, new service Doctaly gives patients a guaranteed same-day appointment with a National Health Service general practitioner, offering them faster access to medical advice, for a fee.
Euromontor says “Proximity-aware tech” has an obvious fit with more spontaneous shopping habits and the ubiquity of smartphones, as it facilitates an immediate response when consumers are right by retailers or service-providers. Thus, alerts from beacons in stores are sent directly to the mobile phones of anyone passing by the shop. This type of communication tool is increasing in popularity, with alerts often flagging offers and sales.
It is no surprise that the food industry has also been taken over by the fast shopper trend, with next-day delivery being overtaken by even faster delivery possibilities for the shopper in a rush. Euromontor says UK supermarket chain Sainsbury’s launched one-hour delivery of food and groceries by bike in parts of London in September 2016, making it the first supermarket in the UK to do so.
Sainsbury’s director of digital and technology told Telegraph Online, “This development is part of our strategy to give our customers more options to shop with us whenever and wherever they want. Speed of delivery is important to some customers, so we have brought back our bicycle service to test demand further.”
While consumers are looking for the fastest delivered meal possibly, the trends suggest that they are attempting to stay away from traditional fast food joints and opting for a healthier choice of meal overall.
Digital shoppers are on the rise, and they are interested in getting their products as soon as possible. The rest of the world is racing to find new and innovative ideas of how to keep the customers happy in this triage of demands, speed, and quality online service.