Do You Make It Easy for Your Customers to Buy?

I had my first Warby Parker Experience this month.  Now, I don’t actually have the glasses that I purchased at their Grand Central location, so while I cannot vouch for how well they filled my script, everything so far has been stellar.  Really, really stellar.  And the reason?  They make it soooooo easy for me to buy.  They take down every barrier. 

·        Inconvenience of getting to a store?  Their Try-at-Home service sends up to five frames to you free of charge with easy packaging and easy return shipping.  Their website makes it fun to load up your cart.

·        Hard time making a decision?  My consultant was lovely, efficient, and good!  I ended up buying the first pair he chose for me for both my daily glasses and my sunglasses. 

·        Don’t have hours to spend?  After I picked out my frames, they fitted my prescription to my glasses on the floor while the consultant used his iPad touch to check me out.  My information was already prepopulated (from when I had tried frames at home which I didn’t like and shipped back).  No lines. The whole process was less than 20 minutes.

Oh yeah.  And the price was half of what I usually pay for progressive glasses, so I got TWO pairs! But honestly, that was just a bonus.  The experience was so wonderful that I can’t imagine ever buying from anyone else.

Making it easy for your customer to purchase and receive your product is the most essential part of your product development plan.  Yes.  Your product development plan.  Too often this is left to the marketing group or to the operations team to work through the systems and the distribution and align the processes and back-end operations.  They work independently of the product team and the next thing you know, your customer is scrolling through pages of check boxes and re-entering data to purchase or you are building a custom integration because your product was not mapped to the system your customer needs it delivered in. The product may be great, but that is not the experience that your customers want, or expect, to have.  And they have little patience to separate the product from the experience.  Without a doubt, you can think of a personal example in your life where you abandoned your cart because it was just too hard to buy.  My guess is that you never went back. 

Your product must be built and enabled to be purchased and delivered in the way that is easiest and best for your customer—not just the way that works for your business systems. And that starts with your product plan.  Knowing your customer journey—from discovery through purchase through activation—is essential so you can bake that into your product.  And then you can be ensured that the benefits of your product can actually be realized.