I used think product and pricing were the most important elements for business success. While I still think product and pricing are important, I now believe making the consumer experience as easy as possible is the most important factor.
Here's one example for the DIYer. In the past, to fix something, I would take the part to Lowe's or Home Depot, walk around the store, talk to an associate, compare the part to what I have, buy it and bring it home. It would take me 20 minutes to drive and park, 30-60 minutes in the store, and 30 minutes to return home. Now I can look 15 minutes online for the part, order it and get it delivered for free in 1-2 days, try the part and only drive back 20 minutes if I got the wrong part. The process now take 60 to 90 minutes less time. Home Depot has a 1 year return policy for those that use the Home Depot credit card and Lowe's has a 5% automatic discount for card holders and a 90 day return policy. Easy peasy.
Here's another example for the Costco shopper. Costco now has a 30 day price match guarantee. If I buy it and the price goes down within 30 days, I am refunded the difference. Costco also has a forever satisfaction guarantee return policy on most items, except electronics and computers, which are 90 days. Rather than deal with manufacturer warrantees, I let Costco handle by returning items that stop working in the first couple years.
In both examples, the stores are within few miles of my house and I pass by them when doing other errands. Thus, no additional travel effort on my part to return items.
Disclosure: I was not compensated by Costco, Lowe's nor Home Depot for writing this post.
This is not financial nor shopping advice. Please consult a professional advisor.
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