{"id":767,"date":"2019-03-19T20:32:00","date_gmt":"2023-09-04T20:32:24","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=767"},"modified":"2023-11-04T13:56:42","modified_gmt":"2023-11-04T13:56:42","slug":"consumers-want-instant-gratification-retailweek-live","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/eu\/blog\/consumers-want-instant-gratification-retailweek-live\/","title":{"rendered":"Consumers Want Instant Gratification – Are Retailers Ready?"},"content":{"rendered":"\n

“Your brand is not the most important thing in your customers’ life – convenience is.”<\/b><\/p>\n\n\n\n

This was a statement overheard at a retail professional networking breakfast that Salesforce hosted earlier this month in London. As bold as this statement was, it was clear to everyone in the room where it was coming from. <\/p>\n\n\n\n

I see this desire for convenience – for instant gratification – driving the industry today and expect it to be explored further at RetailWeek Live this month. If you are attending RetailWeek Live 2019<\/a>, don\u2019t miss our panel discussion with top brands who have a great perspective on this hot topic.<\/p>\n\n\n\n

But in the meantime, I want to share some thoughts about what ‘Instant Gratification’ really means, and how retailers can be prepared for this trend.<\/p>\n\n\n\n

Amazon has disrupted the economics of retail<\/b><\/h2>\n\n\n\n

We are living in the \u2018want now\u2019 reality where we can stream the latest movies, music and audiobooks with ease. We value the ability to buy quickly, and easily, and are getting less and less patient when it comes to waiting for orders to be delivered and new goods to show up in stores. The three-day wait for delivery is no longer good enough. <\/p>\n\n\n\n

From all of this, it would seem there is one thing shaping the future of retail: the desire for convenience and within that the desire for immediacy in a multichannel world. <\/p>\n\n\n\n

Today\u2019s consumers seek instant gratification – a new expectation for superior customer experience.<\/b><\/h2>\n\n\n\n

By 2020, 45% of consumers<\/a> say they will switch brands if a company doesn\u2019t actively anticipate their needs. That creates the need for organisations to support every customer, every time, anytime and anywhere. Sound cumbersome yet?<\/p>\n\n\n\n

In particular, instant gratification resonates with a millennial and Gen Z audience. Even when ordering online, they crave immediacy and have become fast adopters of click-and-collect.<\/p>\n\n\n\n

Still, many retailers fail to live up to new expectations<\/b><\/h2>\n\n\n\n