Creativity In Retailing

January 11, 2009 | Leave a Comment


In any economic times, organizations should push creativity and new ideas to the fore and concentrate on execution of marketing strategies. In competitive times, new ideas can make the difference and persuade customers to visit your store. In today’s difficult times, creativity is a factor that can make the difference.

Christmas Activities

Christmas Activities

While most companies focus on enticing the customer to make a purchase, market leaders engages the customer long after the purchase is made. Your marketing message need to be better at engaging the customer, and the front line employees absolutely must be on top of their game, using all of their creativity and pulling out all the stops.

Cost cutting strategies, everything from advertising and staff reduction, is very often the wrong strategy overall. Yes, wasteful spending should be eliminated but why was there wasteful spending in the first place? That’s something that needs to be addressed. What is required is creativity and coming up with innovative measures that your competition hasn’t thought of. Otherwise, no matter what you do, you still won’t be ahead of your competition because they are all doing the same things. Creativity can be used to gain a competitive advantage, make your competition react to you initiatives.

Start now by initiating Creative Workout sessions at management level. Don’t allow your Store Managers just want to quietly navigate through tough times. Before morale starts sinking, get people together and ask some serious questions. The quality of your questions usually determines the quality of your answers. Make sure all of your questions are targeted at specific issues and very focused in order to get the most useful answers.

What Are The Issues?

  • Sales has to be top priority. Make sure everybody knows that and involved in selling.
  • Control your inventory. Partner with your suppliers to manage your inventory effectively.
  • Increase your promotional activities. Engage your customers.

Focus on the details
Ask very specific questions around what is happening to your business and what actions you need to take to turn it around. Look positively forward, make the Creative Workout sessions upbeat and exciting. Effective management depends on creative thinking.

For more articles, “Unique Selling Point In Retailing”.

Read also, “More About Unique Selling Point”.

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USP In Retail

September 23, 2008 | 2 Comments


Developing a unique selling point is one of the fundamental steps to your retail success. This is sometimes referred to as Store Identity. In other words, what makes your retail outlet unique in the eyes of shoppers.

Some of the ways you make your business unique:

  • Most exclusive brands
  • Merchandise of highest quality
  • Lowest Price
  • Widest selection of merchandise
  • Most friendly store personnel
  • Best loyalty program

There are so many ways to make your store stand out from the rest. It’s not only in merchandise, price or selections. It could be your retail store design, color or lighting that makes you unique. Anything that you can do better than the competition is what the customers will remember you for. You need to uncover what benefits your retail store, products or service bring to your customers, in comparison with the competition.

Looking at the competition:

  1. What are the key benefits/features of their retail store, products or services?
  2. What customer segment are they targeting?
  3. What are their Strength and Weaknesses?


Look at your own operation:

  1. What are the key benefits/features of my retail store, products or services?
  2. What about my retail store, products or services that is different?
  3. Where is the Opportunity and Threat coming from?


Are you unique?
It’s not what you think that you’re unique, it’s what your customers say that matters. It’s easy to ask your customers on what improvements you can make, what problems they experience and how you can make things better. A simple survey of your shoppers will give you the answers.

Find out how you can develop your own Unique Selling Proposition.

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Selling Your Special Project

September 21, 2008 | 1 Comment


When you are working for the latest retail superstore chain in the state, you have the opportunity to be involved in a lot of projects that most people would not have the chance to be in. Sure, there’s a lot of pressure to perform, but here’s what many people do not get. The more you do it, the easier it gets. Working with tight datelines is a way of life, delivering results with limited resources is also a way of life. Dealing with problems everyday is what we as professional managers do.

Some of the special projects I’ve been involved in are:

  • new retail store openings,
  • revising the company’s human resources policies,
  • implementing POS system in all our outlets,
  • designing and implementing our company’s loyalty program.

When you are involved in special projects, you have to sell your vision to your group management, sometimes the executive committee (exco), even the board of directors. You may have a great idea, but if you can’t sell it, chances are you’re going to have to re-do your presentation. Perhaps even change your entire concept. It’s tough selling to the Exco, many of whom are company directors. Even though, you may have worked together for years, there is no guarantee they will give you the money.

I read with interest what the author of First Class Manager, Andrew Rondeau emailed me recently. It was on the subject of having a mentor.

This is what he wrote:

“I remember once when I was asked to present to the Company Board with a proposal to introduce a Graduate Intake scheme. I wanted the Board to back the scheme with a $200k investment. I asked Sue for advice. The presentation was good but she asked if any of the Board members had seen the presentation. I said, “No, course not. They get to see it next week”.

“Mistake” replied Sue. “Go and see as many Board members to see what they are expecting from your
presentation. Share you ideas and get their buy-in before the official presentation. That way when you
do present next week, some of them will know exactly what to expect and be on your side”. It was priceless advice. The presentation was extremely well received and the investment was given.“

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More About USP

September 15, 2008 | Leave a Comment


The USP (unique selling point) concept was developed in the late 1950’s by Rosser Reeves. Over time, they have been shown to be a highly effective means for advertising. This has been true for giant corporations and small businesses, and service professionals.

When you offer a service or a product, you need to find a way to differentiate your business from the competition. It doesn’t matter what business or service you provide. The use of a unique selling proposition in your business can only benefit you.

What can developing your Unique Selling Proposition can do for you.

  • Find a niche and position yourself as the best choice for that niche.
  • Place your product or service on a different level than your competition.
  • Protect your business from market fluctuations.
  • Increase effectiveness in your advertising dollars and get your product or service
  • remembered more than other competing products or services.
  • Create a stronger preference for your company’s products so you can charge a higher price.

Sound interesting? Well, I certainly hope so. If you really want to to set yourself apart from the competition and put your business on the path to success, read POSITIONING TACTICS SYSTEM by Lisa Ginger.

You’ll learn how to find your niche, create your USP, and write profit pulling ads and press releases.

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Unique Selling Proposition

September 11, 2008 | Leave a Comment


In this article, I’d like to talk about the concept of USP.

What is USP?  Well, a USP is a Unique Selling Proposition. It is simply what is unique about your product or business. When you can develop your unique selling proposition, it can give you a competitive advantage over your competitors. It can also create the perception of unique value in your customers.

Basically, a USP is an attempt to express the uniqueness of your business in a single statement.  It is a promise no one else makes.  It can also be a unique benefit that applies only to your product or service.  Either way, it serves to differentiate you from your competition.

Your USP is what will let your customers know why they should buy your product over your competitor’s product. It tells them why they should shop at your retail store.

Sounds obvious when you think about it.  Why should your customers buy from you and not someone else?  You need a good reason; otherwise, you are merely jumping around shouting “buy from me” just like everyone else out there. The lack of a Unique Selling Proposition is why some many businesses fail.

Your USP should spell out exactly what your major benefit is. What will your product or service do for the prospect if he or she buys from you? Whatever you are selling, think of the best benefit. Turn that into a phrase and you will have your USP.  You can come up with a phrase that makes you appear different than your competitors. Focus on what is unique about you. You want this benefit to be important enough to get your customers to notice you.

Here are the basics to a profit generating Unique Selling Proposition:

  • Your USP sets you apart, it makes you different in the eyes of the customers.
  • You want to try to fill an obvious void in the marketplace or niche.
  • Your positioning differentiates you from the competition.

In the process, it should get prospective customers excited about your product or service. Having a USP helps make you look like you are on the customer’s side. Prospective customers don’t really care how great your company is, they just want to know what’s in it for them. What benefits will they get from the transaction? That’s your USP. This what differentiates you from the competition. When people think of where to shop, you want them to think of you.

If you are want to learn more about USP, I recommend you read POSITIONING TACTICS SYSTEM by Lisa Ginger.

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