Last Monday I attended an event put together by the Kansas City – American Marketing Association featuring a couple of speakers from PurpleGoldfish.com. Each speaker presented some snippets from the Purple Goldfish Business Strategy Book Series.
What caught my attention the most, as a website designer, was a section on how, “Differentiation is Key”. Most designers challenge themselves to make everything they touch stand out. Yes, sometimes we are asked to add on to something already started, but starting with a blank page is why I show up in the mornings.
Getting our retailers to share with us how their business is different from their competition, can be a challenge for writing content. Instead, we normally get requests from retailers to duplicate something their competitor just rolled out. I imagine this happens because a customer threatened to take their business elsewhere because they have “__________”. Ouch.
Wouldn’t it be nice if we could be a fly on the wall of your competitor’s business and hear customers tell them what you do that they like?
Maybe instead of copying your competitor, give your customer some original reasons to come to your store beforehand? When marketing your store’s brand, these golden nuggets will make your company stand out and bring in more customers. These reasons don’t have to be supper glossy and expensive. Sometimes putting a different spin on something you already do as a reminder does the trick.
An example was used to illustrate how a Canadian cough syrup found success by “Embracing their Weirdness”. Buckley’s found a way to turn a product that tastes awful into a positive experience.
Flawsome (adj.) an individual who embraces their “flaws” and knows they’re awesome regardless.
After seeing this example, I found myself trying to think of some “flawsome” scenario’s where weirdness might be embraced for a grocery store.
- Store hours: If you’re open 24 hrs. or late at night remind your night owl or crowd avoiding customers.
- I know there has to be a positive for a shopping cart not working, Maybe something about exploring departments in the store you don’t normally visit?
The next speaker talked about “Infosense,” which is the ability to use data. Sounds easy enough. Customers expect retailers to know what they want by using data. Why else would they take the time to fill out form after form and give out their email address?
Use your data to see customer Relationships then use automation to be Ready.
An example could be setting up an automated text message with a digital coupon for a box of stuffing to customers who put turkey in a digital shopping list. Using data to anticipate the next sale. Another example might be sending a link to order graduation cakes on a website to a family house hold with an 18-year-old in the spring.
The speaker had a nice way of wrapping things up at the end. He gave us a small Latin lesson by pointing out the first two letters “RE” as in Relationship and Readiness mean “again and again”. A retailer doesn’t have to always offer new services to keep up with the competition. They can remind customers about the services they already have, over and over in new inventive ways.