Branding

As Marketers we’re obsessed with heightening customer experience. Or there are a million books telling us we should be. Actually 24,306 according to Amazon.

We undertake multiple research projects to determine that more than 3 clicks to purchase causes untold millions in abandoned shopping carts, we study the psychology of line-ups and queues to ascertain how to minimize that. We then roll out a myriad of tactics intended to reduce stress. Buy and print your movie tickets at home so no lineups at the theatre. Pay for your gas at the pump so you don’t need to bother going inside. Express airline check-in for frequent travellers.

All in a quest to create an absolute frictionless environment for our customers.

But can an argument be made for adding friction to an experience?

I’d suggest there is.

The time honoured tradition of the unpunctual bride

The countdown to a New Years Eve kiss from a pretty girl

The agonizing 119.5 seconds while you wait for the perfect pint of Guiness - see the video below (Sidebar: that might just be my favourite ad of the last 15 years)

There are times when friction actually accentuates the experience.

It’s a brave marketer who understands the tension between heightened anticipation and delivery…and puts their brand squarely in that spot.  But if you’ve waited for a ride at Disney World with a tired, sugar-infused 6 year old you know how hit and miss this strategy can be.

Are there other customer experiences where heightening the sense of anticipation – in essence creating more friction – is actually a winning strategy?

In this frictionless, experience driven world would you be the marketer to recommend it?

About the Author: An insatiable curiosity is my defining characteristic. Which is probably why I got into advertising over 14 years ago. I know it aint a real job in comparison to say, a fireman or a nuclear physicist but hey. Anyway, along the way I've developed an opinion on a coupla things. This blog allows me to air a few of those opinions and thoughts. I thank you for your visit and welcome your feedback.

Web Site: http://www.hiltonbarbour.com

Reproduced with permission from his blog