As I explained in the post “10-steps to retail success“, this is a process / methodology I’ve developed for my 1-2-1 mentoring clients. Over the coming weeks / months I’ll be introducing each step with a little more detail. This blog introduces the second, positioning.
Positioning is about where you “fit” relative to your competition
Positioning is all about where you “fit” relative to your most likely competition around 4 areas – product, price, presentation and service.
The key to this is understanding who the most likely competition are – the market is so open and diverse; you have to pin point those businesses who are the most likely alternatives to your business that a consumer may chose.
Don’t compete on price, compete on service!
Smaller retailers can’t (usually) competing on price with the big players – so my advice is that when you can’t compete on price compete on service. That’s much easier to do – because smaller retailers do usually have the edge when it comes to great service. BUT if you’re not competing on price and you ARE competing on service you need to consider how that impacts your entire brand positioning.
Why your positioning impacts on your ability to deliver on you customer service promises.
The way you position your business creates an outward impression about your business to all those who come across it. In this way your positioning makes “promises”, explicit or implied, to your customers and your potential customers. Positioning is pivotal to your ability to deliver a positive service experience. Why? Because through your positioning your business makes promises, implied or explicit, and sets expectations with your customers. If you then fail to match those expectations you’ll have created a customer service issue.
Introducing Step 3 of the 10-steps to retail success – Ideal Customer
In the next blog about the 10 steps to retail success I’ll be introducing step 3, ideal customer. If you can’t wait then don’t forget that I’m also offering the “Be a retail champion by next year” programme, which includes 52 FREE weekly retail tips by email.
To sign up for that visit www.retailchampion.co.uk/retail-tips