Reducing friction can help brands retain consumers

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 15, 2019, 11:19 AM UTC

Speaking at a round table, marketers debated how to best reduce friction and provide a hassle-free experience.

This article cites a study by Facebook which found that the opportunity cost of friction to ecommerce brands in the UK alone would be £36 billion in 2019. Beth Horn, head of industry for the retail sector at Facebook noted that integrating online and offline experiences can help brands provide consumers with a seamless experience.

She added that “speed is non-negotiable” with consumers expecting shorter delivery cycle. While creating minimum viable products can help reduce friction, companies should try to discover opportunities to delight consumers.

Organisational silos and a volume sales perspective can limit a brand from delivering a frictionless customer journey. It also hinders them from identifying the transacting customers. Alex Petrogiannis, marketing director of Craft Gin Club said that brands should empower cross-functional product teams while also focusing on brand mission.

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