In 1990, there was an alternative to the 4Ps Marketing Mix, proposed by Robert Lauterborn. While 4Ps Marketing Mix is a business oriented model, which includes product, price, promotion and place. The newer 4Cs of marketing model was meant to be a more consumer-orientated version. It includes Consumer, Cost, Communication and Convenience.
According to the 4Cs of marketing, companies should only sell products that the consumer wants to buy. Thus, you should research consumer wants and needs. Once this is clear, focus your efforts on attracting consumers one-by-one with an irresistible offer.
The cost reflects the total cost of ownership, not just the price the consumer pays for the goods. Price becomes just one of many elements within the total cost of satisfying the customer’s need. Cost could be influenced by the time spent acquiring the product or service, the cost of conscience when it comes to consuming the product and the cost of change or implementation. It could even include the cost of the buyer not selecting a competitor’s product or service.
Communication has a better description than Promotion. It represents a much broader focus on the entire buying experience. This is driven by the consumer of a product. It indicates that it’s a cooperative process that’s led by the buyer. In this regards, communication works towards establishing a dialogue with prospects.
Convenient refers to how the target market prefers to buy a product or a service. It deals with buying experiences that delight the buyer. Convenience segment in the 4Cs of marketing framework focuses on the quality of the buying experience.
It was a research conducted by YouGov has revealed some evidences that there is a trend of shoppers in UK that speed of the goods delivered to them is not really matter, but the convenience of having items delivered to them is the matter. Based on some inconvenience experiences of shoppers who has their goods undelivered or missed delivered, InPost ,a parcel locker provider, offer a new shopping behaviour, by which shoppers can collect, return, redirect, and send their parcels. InPost try to provide the more convenient way of receiving, and sending parcel.
According to Shep Hyken, the CAO (Chief Amazement Officer) of Shepard Presentations, a hall of fame speaker (National Speakers Association) and a New York Times and Wall Street Journal best-selling author, there are six convenience principles: Reducing friction, self-service, technology, subscription, delivery, and access.
“Reducing friction is perhaps the No. 1 opportunity for marketers,” Shep states. “It’s simple. If you don’t know your friction points, you can’t improve the customer experience and build customer loyalty.”
Where should you start? As Shep suggests: “Map and study your customer journey, and ask yourself: What are my top customer touch points? Where is there friction? And how can I reduce that friction?” Shep also said that creating convenience is simply put, “your customers and prospects want to do business with companies that make their lives easier”. They want fast answers to their questions. They want service they can count on, every time. They want convenience, and they’ll pay with their budgets and loyalty.
By adding the convenience lens to your marketing efforts, you can uncover and mitigate friction points, and provide better on-demand content that fosters connections with your customers and prospects throughout their journey.
Commentary by Said Haryadi