20 Jun The 15 Minute (or Less) Spending Trend: How to Use Speed and Accuracy to Your Advantage
Published: June 20, 2019
A recent study revealed that 92 percent of people only want to travel 15 minutes or less to make everyday purchases.
We all do it. Whether we’re looking to fill our car’s gas tank on a strange road, craving a late-night slice of pizza or plant-based burger, replacing that home washing machine, or shopping for the perfect dress, we want immediate – and local – gratification.
In fact, 82 percent of smartphone users conduct “near me” searches.
How you present yourself to those consumers – letting them know how close you are and when you’re open – can result in more sales today and a long-term business boost.
Right Here, Right Now!
Not only do consumers want to travel less to get what they want, but they’re also more focused than ever before on immediacy. Google has seen a 300 percent increase in people searching for “open now.”
Recency also plays a role when people are looking at business reviews. A whopping 86 percent of consumers rely on reviews when deciding where to buy or eat and they place more weight on reviews written within the past two weeks, according to BrightLocal.
Today’s consumers are more impatient than ever. One study even revealed that 96 percent of Americans will consume food or beverages that are too hot rather than waiting a few minutes for them to cool down.
What You Need to Do – Immediately.
You may have only a few seconds to get on consumers’ radar screens (or GPS) before they move on to your competitor.
- Make sure you appear on the “local three-pack” (the top three search results, according to Google).
- Keep your local listings up-to-date and relevant to what consumers are searching for – that includes hours, special in-demand menu or retail store items, and promotions.
- Create content that’s compelling and loads quickly. The new standard is 4 seconds of maximum load time. Close to 60 percent of mobile users will abandon a site if it takes too long to load.
- Respond to all reviews – good and bad – as soon as you can.
- Use speed as a selling benefit in your brand communications.
Businesses used to be able to take a “one and done” approach to online marketing – building a great website and driving traffic to it. Today’s consumers are looking for just-in-time, specific, review-rich, and review-recent solutions.
You need to hurry to meet them.
We’re living in a world where immediacy matters and those businesses that can satisfy consumers with proximity, accuracy, and rapid service will emerge as the winners.
…starting right this moment!