Question

Topic: Strategy

Usp Needed For Internet Sports Retailer !

Posted by Anonymous on 4/17/2010 at 5:21 PM ET 250 Points
Hi, hopefully some of you guys can help me here - i'm having real trouble!

I have been running a webshop for about 10 years now, employing 8 staff. At the start we were right at the top of the tree (as we got started in the peak of the internet boom). Since then our sales have decreased, i have only just realized we don't have a USP - i feel this might be a good idea to get started before a planned re-launch in July.

i know the USP should be exclusive to us, the problem is there are loads of firms in our sector, i cant see how to differentiate our brand.

the standard USP's such as cheapest (many competitors offer very cheap products - not really a USP i want to be saddled with as it's a huge commitment). loads of companies offer good service, etc.

as we don't actually manufacture anything, we cant make any claims on the quality of the product (as sell many different manufacturers).

we have a huge range, but so do a couple of our competitors, we sell products cheap, but not a cheap as one of our competitors (who does secret deals with the manufacturers enabling them to have all the clearance product!)

I have been doing some reading and found some great USP's but don't want to plagiarize them - "we're not the biggest so we try harder" (hertz cars i think) and "30 mins or it's free" (dominos).

I'd love some feedback here - i might then be able to sleep at night if i get this sorted!!
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RESPONSES

  • Posted by Frank Hurtte on 4/17/2010 at 5:30 PM Accepted
    In the services business, your USP is the way you work with your clients.
    Here might be an example:
    We have 10 years of experience making sure our customers are treated with respect. You are a business person, we are internet designers. We will never talk down to you, we never use jargon and we never charge you for something you could do yourself more cheaply.

    Think this way, I go to a barbershop (actually salon) that is right in the middle. Good haircuts, more expensive than some, but I go there because the owner treats me like a friend.
  • Posted by mgoodman on 4/17/2010 at 5:30 PM Accepted
    The challenge you pose is one we deal with all the time. Unfortunately, it's not one that lends itself to a few short postings on this forum. It really requires a "deep dive" into your industry and what benefits resonate with your primary target audience.

    As you obviously recognize, you need to deal with the substance of what makes you different from, and better than, the competition. This isn't just about coming up with a clever set of words.

    I know it sounds like an impossible task, but we've been able to do it with industrial chemicals, tires, major appliances, insurance, carpet fiber, and numerous other "commodity" products, so I know it's possible. It just isn't quick or easy.

    I might suggest that you get an experienced consultant who deals with positioning and strategy issues, and see if he/she can lead you to a solution. You can check the profiles of the top experts here on MarketingProfs Know-How Exchange to see if you can find something/someone who might be interesting and appropriate for you. Or you can post a project in the "Hire an Expert" section of this website. (See link in the column at the right.)

    Sorry there's no magic answer. We'd love to help you sleep better! (I hope there's someone here who can prove me wrong and deliver a magic answer.)
  • Posted on 4/17/2010 at 6:20 PM Accepted
    Hi tjdean,

    I'd love to be able to help you come up with ideas. However, I think I would need to see your website and get an idea of who you perceive your competition to be. There could be other ways to view your sales performance aside from USP. In branding there used to be (in my mind) two teams - one that were determined they created their brand identity and one that believed it was the consumer's perception that did. I believe inbound marketing shifts the way we see brands to the way we see other's refer to them. For example, Company A's USP could say they have the best quality - but really its the consumer that decides if that is true. So indeed Company B could have a community of advocates that broadcast in social media that Company B in fact has the best quality. So for example if someone goes to Google and searches for the best quality sports gear....the value proposition might not matter. But if Company A was really effective at inbound marketing, linkbuilding, SEO etc...it could still rank higher than Company B. BUT again, if Company B also did Inbound Marketing, SEO, linkbuilding etc very well....than it could be them that rank higher.

    Then beyond Search Engine Page Results rankings...what is your bounce rate? Shopping Cart abandon rate? If they're high, perhaps there is a way to optimize pages or optimize forms to get higher conversions.

    I'd love to discuss this more.
  • Posted by Jay Hamilton-Roth on 4/17/2010 at 8:57 PM Accepted
    Perhaps it's time to ask the experts - your clients. Why did they choose to purchase from you instead of your competition? They obviously knew about the difference in price/selection/shipping/service. So, why you? Ask enough people who have chosen to (repeatably) do business with you, and you'll have some of the core of your USP.
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