There’s a new book out today that makes the case for being sensitive to how time affects typical shopping choices. It’s called Stopwatch Marketing and it examines how companies can either capitalize on the growing time crunch — or work to change reluctant (ie. get-me-out-of-here-quickly) customers into recreational ones.
Whole Foods, for one, found a way to turn the misery of grocery shopping into a pleasant experience. My favorite, Fresh Direct, was able to capitalize on the stopwatch mentality by offering one-click grocery shopping online. One slowed us down; the other helped us get it done even faster.
Certain experiences simply don’t lend themselves to a recreational mood. Nobody likes to linger over the Yellow Pages. Some times you go straight to the “recommended” shelf in a wine store because someone else has (presumably) done the thinking for you.
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