“Deliver in 30 minutes or free!” Something every single one of us has heard and even experienced while ordering a pizza. But the thing is, why do companies do it? Why would a brand place restrictions on itself, and as a result, on its staff to deliver on promises that might, under certain situations, might be entirely impossible to fulfill? The short answer is, what seems like restrictions at first, are actually just another way to incentivise customers. Like offering discounts, exclusive shopping bonuses with membership with a brand, etc. All to get consumers to take notice of the brand in a positive light.
Now, there is no doubt that when one hears that a brand will deliver you a product in a fixed amount of time or else...it does peak your interest. In today’s day and age, when time is limited for everyone in this world, the possibilities are truly limitless! For example, one of the most popular norms today is that if you do not receive your order within a certain amount of time, the company will reduce the price of your order, or maybe even give you the whole thing for absolutely free! Remember, that the consumer is not cancelling their order, but getting all of it, maybe even along with some extra cashback, if their order is delayed.
But, at the end, it is just that, an offer. Offers like X% discounts or ‘buy one get one free’ or even the exclusive membership benefits we just talked about. The reason to provide customers with such offers is to keep them coming back for more, to always associate a brand with affordable, accessible shopping experience. The end product/service could be anything. But as long as the consumer feels that they are getting the best out of their time, people are most likely to spend more, both time and money, with the same brand in the long-term. A consumer is looking out for themselves. And the idea that one is more likely to get something more than just what one ordered for, will always stay appealing.
Now, companies in the food and beverage industry have especially been successful carrying out these kinds of offers. And they are successful. In a time when multiple trends fly by in a single day, the idea of giving something back to consumers for their order has always excited people around the world, and hence brands have stuck to it. At the end of the day, from the perspective of the consumer, it is all about value for money. And that value increases two-fold when you say something like “buy one get one free”. It doesn’t matter whether one needs it or not, just because it’s there, and knowing the fact that it might not always be there, is perhaps the most enticing thing a brand can do other than just giving away their products for free.
But what about something more serious? Something like agriculture? Like tractors? Well, in that case, look no further than Digitrac. Digitrac is a tractor manufacturer that makes some of the best tractors in India. Also, being a part of the Escorts Ltd. brand, there is an added benefit of brand trust that its consumers share whenever they purchase Digitrac’s products or avail it’s services. Speaking of tractor services, Digitrac offers a multitude of services to its customers, all of which can be availed right from the comfort of their homes. Starting from giving its customers a tractor loan online, Digitrac also ensures that people can buy tractor insurance online in the exact same manner, with the exact same level of convenience for the end user.
Digitrac provides a specific clause to their services which offers service at your doorstep within 6 hours or Digimoney (that’s Digitrac’s virtual currency available through their online app) worth
₹500. Meaning that if you made a phone call and didn’t get a service rep on your doorstep within six hours, the company will pay for the lost time out of their own pockets!
So, have they been successful? Absolutely! It is not only an incentive for the consumer to build a relationship with a brand, but also benefits the brand in the long-run.