> For 55% of respondents, it’s a lost sale, because when a product is locked up, they try to buy it elsewhere.
It's wild to me that someone would rather go back to their car, drive somewhere else, HOPE it's not locked up there also, and THEN finally purchase the item at the new store instead of just waiting for someone to come unlock it at the current store you're at. I've personally never had to wait more than a few minutes for someone to come unlock a locked display. I find it very hard to believe anyone would rather add 30+ mins to their overall trip than just wait at the current store.
My hunch is 2 things:
1) This is a case of "wishful" thinking rather than what they actually do. For a survey like this, people probably just unintentionally lied rather than what they would ACTUALLY do (wait for it to be unlocked).
2) The study would be much more accurate if you could actually somehow track what they did rather than just survey them on what they think they would do.
Also, I could see this being a case of not purchasing impulse items. However, if you go to the store for toothpaste that you need, and all the toothpaste is locked up, then again, I find it hard to believe you don't wait.
As someone else said in another comment: "What people say they won't do and what they actually won't do are not the same thing"
Presumably this depends a lot on what the item is. I’ve definitely thought about and decided against an impulse purchase because of a locked case. It turns “ooh I need that” into “ah, but I have to find someone and delay things”.
Yeah, I have no doubt about this stat for an impulse item. I agree that I wouldn't wait on an impulse item. But for an item you "need" or specifically came for, I don't believe anyone would not wait.
1. We generally go into multiple stores anyways. If there isn’t someone around, I won’t bother waiting around. Those razors at Walgreens are genearlly available at the Costco I goto once per week.
2. I generally will just order something online if there is any amount of friction. Amazon Prime and Target Circle 360 are easy.
I didn’t upgrade my iPhone this year, because they canceled the Apple Leather case and getting a Leather case was a huge pain last year when I upgraded and I don’t want to bother this year while case manufacturers work out their camera button. I bet Apple executives would be shocked how just introducing a tiny bit of friction stops people from spending $1,500 to upgrade their device.
I have ordered things to be delivered more than one time recently rather than wait for an employee because I didn’t need it urgently, but it was on my grocery list.
It's wild to me that someone would rather go back to their car, drive somewhere else, HOPE it's not locked up there also, and THEN finally purchase the item at the new store instead of just waiting for someone to come unlock it at the current store you're at. I've personally never had to wait more than a few minutes for someone to come unlock a locked display. I find it very hard to believe anyone would rather add 30+ mins to their overall trip than just wait at the current store.
My hunch is 2 things:
1) This is a case of "wishful" thinking rather than what they actually do. For a survey like this, people probably just unintentionally lied rather than what they would ACTUALLY do (wait for it to be unlocked).
2) The study would be much more accurate if you could actually somehow track what they did rather than just survey them on what they think they would do.
Also, I could see this being a case of not purchasing impulse items. However, if you go to the store for toothpaste that you need, and all the toothpaste is locked up, then again, I find it hard to believe you don't wait.
As someone else said in another comment: "What people say they won't do and what they actually won't do are not the same thing"