We have never been so instantly satisfied with the way we shop. Need a new book? A new sport’s equipment: in one click you can get now what you need in less than 24 hours. This satisfies our immediate need but does it make us happy? It seems that no, it’s no longer enough. A new marketing trend is emerging: the H2H.
What the heck is H2H?
It’s simple: H2H means « human to human ». Bryan Kramer explains it in his book. Imagine buying from a robot: it doesn’t care if you have a food allergy or wondering what kind of painting is appropriate for the work that needs to be done. How empty would it be?
Have you noticed how nice it is to have a minimum or interaction with a waiter/chef or attention at your DYI store? Minimum service seems to be no longer enough as we have more and more tools available: Youtube can teach us how to cook or to rejuvenate a garage door. As a new entrepreneur myself with my web designer services at Studio Paon, that’s what I notice: a person is looking for a quality product first and foremost. However, what makes the difference is that they are also looking for a customised and caring service. They are not interested in the one size fits all.
A marketing trend?
Make no mistake though, brands and economy is about selling and make you buy. However if it’s to bring you joy, and tighten relationship amongst one another, why not?
If I am giving away a bit of money, or want a specific product, I much rather prefer to buy a product AND have the opportunity to connect with « my » bio storekeeper or a bunch of entrepreneurs like La Belle Mèche to bring humanity in my shopping.
It adds value to what I buy and makes me happy: I give money for something that I need but seeing clearly the outcome for the counterpart as the benefit is going directly to them.
The future: buy less to use, more buy to connect
Etsy and AirBnb are following the same principle: connect with one human to an other human. To me, it goes beyond than the financial crisis: it’s an alternative way of consumption that brings people together. And we don’t have to know everyone’s little secret or detailed life, but at least to connect with what we are: humans.