Quickness as a success factor
Why do people want to get a washing machine right after buying it?
Psychology of waiting
Why do people want to get a washing machine right after buying it?
The quickness of the delivery was the essential item on the Board’s agenda. The company provides logistic service — the delivery of oversized and heavy items such as furniture, household appliances, and finishing materials — for online marketplaces. As a chairman of the strategic committee, I conducted the discussion, and it was complex. A part of the committee members believed that nobody needs to get a dishwasher or a roll of wallpaper quickly, and accuracy of delivery time should be our competitive advantage. If we promise a customer to bring their purchase between 3 and 6 pm, we must show up at the door precisely within this interval, and that’s enough.
But the numbers provided by marketplaces said otherwise — decreasing the delivery time of large-size items increases sales. People in big cities are happy to get their washing machines and wardrobes delivered the next day after purchase or even th…