Because people are getting more convergent using online digital platforms, it makes sense to incorporate them into business and provide digital convenience to customers. For example, having an eCommerce website or application enables customers to preview the offered products and services, check the prices, get to know about the terms and conditions, place orders, track deliveries, raise complaints, etc. There are many aspects of online technologies that could be put to use by traditional brick and mortar retail businesses to get their brand closer to the market and customers. Adopt Online TechnologiesĪdopting online technologies need not necessarily mean a shift to eCommerce. That is also a blow to customer experience.Īttention to such details of experience and improvisations made in this regard means a lot to customers and help retail businesses create positive, subtle differences that often go unnoticed by competitors. From the example used earlier, if the retail business fails to provide information to customers or answer their queries in the required manner, it brings the customers’ decision-making process to a halt. It fuels the motivation and provides the resources needed to carry forward a shopping journey. That is when customers feel being proven wrong and brands fail to deliver on the expected promises and standards of performance. For instance, if a bicycle rental service advertises that bicycles in all price ranges are available but when customers visit the store or enquire over the phone or chat and are informed that only the expensive products are available, such deviations are a source of dissatisfaction for customers. These two elements exist and speak for a brand at every touchpoint customers encounter in their shopping journey.Įmotion in customer experience can be narrowed down to the feelings associated with being proven right, treated more than fairly, living up to the expected standards of performance and delivered promises. When customer experience is under consideration, value and emotions are two key parameters of performance for retail businesses. Five Powerful Strategies for Competitive Differentiation in Retail Add Value and Emotion to Customer Experience This post highlights five powerful marketing strategies for creating competitive differentiation as retail business ideas. In business, there is no scope for ambiguous communication whether it is internal communication or outward branding communication.
The more strongly a brand or a business resonates with its customers and their needs and aspirations, the better are its prospects for customer acquisition and retention.īut to state terms like unique and strong differentiation takes us to ambiguity. But if a brand is positioned uniquely in a market, it helps businesses build a brand persona that customers can easily distinguish and associate with. The need for brand differentiation stems from competition and homogeneity of products and services.
The same phenomenon is observable in business also but with the difference that here it is a marketing strategy to favourably influence customers and consumer behaviour. Interest creates desire and desires motivate people to initiate favourable actions. Done right and for the right reasons, it brings attention and attracts interest. To stand out in the crowd is one of the much-loved ambitions for us humans. Understanding Competitive Differentiation