Why We Buy - Convenience #consumer

Convenience has to be one of the most hackneyed phrases in marketing. Fact is, however, that shoppers often buy because of convenience. Fact is also that the term means different things to different segments. Sometimes 'convenience' is the path of least resistance, the shortest route to solving a pressing problem. Other times it's simply because the alternatives aren't worth any investment. Whichever it is, do you understand what convenience means to your customers ? How do you operationalise it ? How does your brand do it differently ? It should be simple. Insight pays. How convenient :)