Stopwatch Marketing: Take Charge of the Time When Your Customer Decides to Buy

How long does it take to buy a loaf of bread? A pair of shoes? A car?

These are trick questions. Imagine a hundred potential customers in the same store, each holding a stopwatch. Some of their stopwatches are ticking very fast (grabbing a bottle of wine before a party), some glacially slow (agonizing over the perfect bottle for a first date). Some, in fact, aren’t ticking at all.

For today’s savvy marketers understanding how much time and energy consumers are willing to spend shopping for ...