Could a grocery store become successful by being slightly inconvenient?
Easy is attractive, but effort creates attachment.
Surprisingly, yes. Customers sometimes value stores that require extra effort because effort can signal authenticity or uniqueness.
Convenience dominates modern retail.
The hidden mechanism is effort justification. People often value experiences more when they invest time or energy to obtain them.
Imagine a grocery store with limited parking, shorter hours, and long queues—but exceptional products and loyal customers.
A second-order effect develops because effort becomes part of the story. Customers feel proud of knowing a place others ignore.
People often think businesses succeed by removing friction. Some succeed because a little friction makes customers care more.
