Make It Easy For People

If I ran a shop, I’m pretty sure I’d want to turn a profit.

In fact, I’d want to make as much money as I could each day so I could retire early and live out my dream of running a Moose farm. True story.

But how would I do it?

I’d stock high quality products at better prices than my competitors I guess (we can be vague, it’s a hypothetical shop), I’d position myself in a high footfall area, and I’d tell people about the store.

But that wouldn’t be enough.

So, I guess I’d have attractive, well informed staff, a nice shop atmosphere and some funky carrier bags too (you know, ones with magnetic closing strips, or a nice weave) and all would be well. Maybe.

Except I’ve been in plenty of shops that have all those wonderful things, and they don’t get my custom.

Why? Because it’s just too difficult for me to hand over my money.

Sometimes there isn’t a shop assistant by the till. So I get bored and I wander off. Sometimes I’m not 100% sure where the till is due to the ‘different’ decor. So I get confused and leave (I’m a simple man). Sometimes I can’t find a price on an item, so I don’t bother pursuing the purchase. The shop has made it too difficult for me. If they’d made it easy, they’d be better off.

When it comes to the relationship between brand and consumer, it should always be easy. Easy to find out information about products, easy to ask questions, easy to upgrade, easy to recommend new customers.

If you want something to happen, make it easy for people.

Brought into the world on Wednesday, February 17th, 2010 and filed under 1000thoughts.