How can drone deliveries help us discover the tipping point from ‘consideration’ to ‘purchase’?
Are you an early adopter? When the latest upgrade to something becomes available are you the first in line? Or are you like me and take a little longer to warm up?
I generally take a while to be convinced that I need the latest version of something (as evidenced by the fact that I kept my second car for nearly 20 years). However, when it reaches a tipping point, I’m suddenly all in.
I had one of those moments this week when I saw a story in The Australian detailing Canberra’s massive rise in drone deliveries for everyday products like toilet paper, coffee and sushi. It all sounded very fancy.
So, I decided to investigate further which led me to the below video:
Admire to desire
Now that is cool! It also helped tip me over the edge from a service admirer to a service desirer. Although I wasn’t yet a purchaser, a significant barrier to my consideration of this product had been removed.
But what was it that got me over the line to suddenly wanting to use this service? I reckon it’s three things, and most organisations should consider them when seeking to improve their sales conversions.
Brand differentiation
The company, Wing, is a subsidiary of Alphabet (which owns Google). By naming the company Wing, it potentially helps differentiate the service from the more well-known search engine. It also helps smooth over the fact that, should you use this service, the search engine will be getting a lot more data about you to help it improve its algorithms. But, by having a unique name, it felt like I was trying something new and exciting.
Credibility
The article in The Australian was enough for me to take this service seriously. By achieving media coverage about their service, Wing was able to demonstrate that they’re not a gimmick but something people could take seriously.
Effective Demonstration
The video is just superb (although I’m certain the timing on that toast was WAY off). It helps demystify the process and show that not only is the service easy to use, but it’s novel and exciting.
It’s not all sunshine and rainbows though. There are still questions I have which could stop me from using the service. The main question is, in the immortal words of Biff Tannen: “Alright puff, what’s the gag?”
Is there a delivery surcharge? Am I in a service area? Does it cost more the further out you are? Will every delivery really arrive in three minutes?
While none of those questions are a deal breaker, they’re probably enough of a barrier from me being a full-blown promoter of the product. I’ll be a 7 on their NPS until I can answer those questions. But that shouldn’t stop us from learning from Wing’s example. Perhaps the next boost to your sales conversions could come through a clearer brand differentiation, some media coverage or a simple video.
What do you think? Would you use Wing to get your Vegemite delivered?
