You know how the cable guy gives you a 4-hour window of when he’s going to come connect your service, and it’s more like a 6- or 8-hour wait time? Well, that might be a big part of the reason consumers are not ready to embrace same-day delivery from the retailers they love.
Millennials, especially, love the concept of same-day delivery though, said NewStore CMO Phil Granof during a break at the NRF Big Show 2016, because of the instant gratification that comes with it.
But not every customer who selects same-day delivery wants that item immediately, Granof noted. Customers want to choose the time of delivery that best suits their schedule, and location. For example, they may want the delivery to arrive when they are home after work, or to arrive at the office before their 3 p.m. meeting.
“The biggest myth is that’s what everyone wants, that they want something delivered instantly,” Granof said. “People who have complicated lives are looking to have something when they want it, and that may or may not be 90 minutes.”
Granof said, for example, the customer may be available for an hour, tomorrow, at a stadium, and that’s where he or she wants it delivered.
“It’s really not about ‘I want it fast,’ but I want it as quick as it can come, when I need it to come,” Granof said. “It’s [the customer’s window] that matters, not the first 120 minutes.”