Friction/Reward - Hammond, Richard
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Make it easy for customers to choose you; whatever your business, product or service.
With customers now subconsciously weighing up their massively expanded options in terms of purchase friction (how easy it is to spend) and shopping reward (the extras inherent to the buying experience); your job is to make it easy for them to choose you
When is high friction bad? Friction includes frustrations like putting a coin in a supermarket trolley lock, too many clicks, and hidden frictions from awkward presentation, process and offer. Reward includes quality of business support, amazing retail…mehr

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Produktbeschreibung
Make it easy for customers to choose you; whatever your business, product or service.

With customers now subconsciously weighing up their massively expanded options in terms of purchase friction (how easy it is to spend) and shopping reward (the extras inherent to the buying experience); your job is to make it easy for them to choose you

When is high friction bad? Friction includes frustrations like putting a coin in a supermarket trolley lock, too many clicks, and hidden frictions from awkward presentation, process and offer. Reward includes quality of business support, amazing retail environments, even emotional issues such as trust and belonging.

When is high friction good? What value do different customers place on friction and reward across different buying scenarios? How can I benchmark against competitors? And, where are the big opportunities and where should we focus effort and resource? How do I market improved experiences to win customers?

Friction/Reward teaches you how to understand, measure and improve every single possible customer interaction by applying Unstick Thinking to your customer experiences and organisations.
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Autorenporträt
Richard Hammond is a retailing expert, and Smart Circle is his problem-solving consultancy. Together with select subject-matter experts he tackles a wide range of retail challenges: from ‘big idea’ and format development to customer engagement and retail futurology. He is also the author of Smart Retail 4e.