The business of convenience: why marketers should be obsessed with "fast" and "easy"?

Written on 24 Jun 2019.


What matters to consumers is the time and effort they have to expend – the less, the better. Some time ago, people used to be patient. But today's users want things faster and easier. 
It's all about convenience - but what is convenience exactly? And what marketers should do to interact with today’s hyper-connected (and impatient!) consumers? Arne De Keyser, Assistant Professor - Marketing at EDHEC Business School shares his interesting insights.

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