Encouraging late adopters
I used Netflix for the first time this week and it wowed me. I know, this would have been news 3 years ago but Netflix is now: ubiquitous with getting movies, has forced Blockbuster to rebuild its business plan, and has a second generation that features a library of streaming content. I have known that people swore by it but I thought of it as not for me.
Like me with Netflix, people are still reticent to use the internet to its fullest. They have heard the benefits of net based products–and probably know that the new way is a vast improvement–but still do it the old way.
Online retailers and online arms of brick-and-mortar retailers have to keep in mind that some people are arbitrary. There will be people that will take their sweet time, but one time will try your service.
It was a free trial that got me started and I saw for myself the benefits of Netflix. Though I have no statistics handy, it’s not a stretch to think that some people are still hesitant to try a new service without an enticement. E-tailers gave steep discounts many years ago to make it easier for people to try their first online shopping experience.
There are many reasons to avoid these steep discounts, but an introductory rate, week, free shipping, or coupon still have a way to bring people to buy online.