Kaihan Krippendorff identifies the importance of proxemics between product and consumer/user as a key component of growth for businesses.
Shuffling through the crowds of Fourth of July weekend shoppers, I spied my prize. The farm stand’s rows were bursting with color—juicy strawberries, rich blueberries, and robust peaches. “Over here,” I called out to my kids to join me. We carefully selected handfuls from the overflowing baskets. Fresh berries would make a perfect addition to our family’s dessert that night.
When I approached the shop owner to pay, I had a brief moment of panic.
“Is it cash only?” I asked her.
“Nope,” she replied, revealing the white square hooked onto her phone. “We take credit cards now.” I breathed a sigh of relief as I handed her my card to swipe through the reader. She smiled and bagged our fruits, and I followed my kids on to the next stand.
TODAY’S CUSTOMERS WANT PROXIMITY
It would be difficult to stroll through a small-town market or other pop-up shop without seeing a Square reader. These recognizable contraptions, which now include contactless payments for cards, Apple Pay, and Google Pay, easily connect to mobile devices and empower small- and medium-sized business owners to accept credit and debit card payments on the spot.
No longer do merchants have to turn down sales because the buyer doesn’t have cash on hand. Square is a leader in digital payments, and its onsite and digital point-of-sale systems are part of a bigger trend that’s helping people purchase the goods and services they want exactly when and where they want them.
Today’s technologies have a human mission. Our mortal desires have always demanded instant gratification. Wants and needs arise, and we are driven to satisfy them as quickly as we can. The underlying concept, coined by my friend Rob Wolcott, is proximity—products and services produced and provided ever closer to the moment of demand in time and space. Square represents a proximity technology; it allows a business owner to cheaply and quickly set up a point-of-sale system on the spot at a weekend pop-up event.
If shoppers prefer to stay home, they can order from a small business online and receive their shipment in just a few days. It’s no surprise that the COVID-19 pandemic accelerated this trend. We’ve come to expect Amazon packages in mere hours. Food deliveries arrive within an hour at our doors. Our doctors and educators enter our homes through video cameras.
Enabled by technologies such as artificial intelligence, 3D printing, virtual reality, Internet of Things (IoT), self-driving cars, and 5G connectivity, proximity is occurring at an accelerated pace, and it’s going to continue to transform nearly all aspects of our lives.
Key points include:
- Customer demand
- Investor returns
- Three steps to benefit from proximity
Read the full article, How “Proximity” Technologies Are Bridging The Gap Between Demand And Delivery, on Kaihan.net.