Situation: Granny’s Handmade Electronics produces high-end computers and TVs using only yarn and apple pie filling. Many consumers are skeptical that the products would work as advertised, so Granny has introduced a seven-day free trial and a one-year money-back guarantee. This is an example of:
- Adding force
- Removing friction
- Adding good friction
- Adding bad friction
Explanation: The introduction of a seven-day free trial and a one-year money-back guarantee by Granny’s Handmade Electronics exemplifies the concept of Removing friction. In this situation, consumers are skeptical about the functionality of the products due to their unconventional materials. By offering a free trial and a money-back guarantee, Granny’s Handmade Electronics aims to eliminate barriers or concerns that may prevent potential customers from making a purchase. This strategy reduces friction in the buying process by alleviating consumer uncertainty and risk, thereby making it easier for individuals to try the products without fear of financial loss. By removing friction, Granny’s Handmade Electronics seeks to enhance the customer experience, increase trust in the brand, and ultimately drive sales. In contrast, options such as “Adding force,” “Adding good friction,” or “Adding bad friction” do not accurately describe the action taken by Granny’s Handmade Electronics to address consumer skepticism and facilitate purchasing decisions. Therefore, selecting “Removing friction” accurately characterizes the strategic approach employed by the company to mitigate concerns and improve the likelihood of product adoption.