Are today’s bed and furniture retailers afraid to do something different? This month, business growth and development consultant Gordon Hecht, writing for US trade magazine Your Source News, suggests delivering a unique proposition instead of following the crowd …
Our retail world has been criticised as being a Sea of Sameness. In the big-ticket arena, it’s a case of similar-looking merchandise – mattresses or appliances lined up in rows. Furniture stores have their rows too – recliners that look like continental soldiers, sans muskets.
Some of it is because retail has become a game of Follow the Leader. We want to do whatever the winners are doing to win. But in that pursuit, retailers become followers and copycats.
If you want to really win in today’s shopping environment, you simply can’t hire a guy named Xerox to do your marketing, merchandising, and sales strategy plan. Business owners, gurus and leaders who come to me for advice on building their market share will be faced with this uncomfortable question – tell me what makes your store unique in the marketplace.
And you cannot answer, “We have great prices, great people, great service, and great products.” That’s because all your competitors will tell me they have great prices, people, products and service.
You need to find or develop your own unique advantage. And include it in your marketing and sales presentation. You need, as Seth Godin would say, to be the Purple Cow in a field of brown cows. Here are a few examples.
I scream for Jeni’s: It’s a fact that plain ol’ vanilla is the bestselling flavour of ice cream. But those folks at Jeni’s decided not to compete for a thin slice of that pie. They continuously create new and off-the-wall flavours. Their fans love it. If you crave the flavour of goat cheese with red cherries, you can gladly hand over $12 to Jeni’s.
Some salty language: Salt was once valued so greatly it was used as currency (didya ever hear of the word ‘salary’?). It’s so commonplace these days, it’s one of the few items you can buy for under a buck.
Popcorn salt is a finer grind, and you’ll pay a bit more. Pony up a few more pennies and you can get buttery flavoured salt. But how about paying almost $4 for a couple of ounces?
Check out Kernel Season’s salt. They have plain and butter flavour. You can also sprinkle their Ranch, Cheesy Jalapeno, Caramel Corn or Bacon Cheddar on your Orville Redenbachers. They’re all in 2.8 shakers on the shelf at my local Stop ‘N Rob grocery store for $3.69 a ‘pop’.
A purr-fect cup of Java: There’s no middle ground with some things. Caviar, cruises, and cats. You either love them or can’t stand them. And if you love Fluffy Face or Mr McMittens (actual name of my son’s cat), your wallet is always open to spending money on felines.
Next time you’re in Chicago, check out The Tree House Cafe. Far from being a struggling pet adoption centre, it’s a place where you can sip on one of those latte coffees for $6. And for an extra ten-spot you can mingle with the orphan kitties looking for a new home.
The Vegas notion: The big convention is just a few months away. Rent a car or hire an Uber to drive the famous strip. Each hotel offers a unique experience. You can travel to Paris, Venice, New York or ancient Rome within a two-mile stretch. Be at the circus or a pirate ship – the choice is yours. No Generica on that street. Each property vying to be the ‘most unique’.
Here’s the point. Jeni’s, Kernel Season’s and The Tree House took things that are quite common – ice cream and salt are everyday items (and there’s never been a supply line issue with kittens). They each took something ordinary, added in their own touch of unique and made it extraordinary – and, if you hadn’t noticed, raised the value and price accordingly.
You need to add in your own touch of uniqueness to your marketing and branding. You will need to develop it for your local market. Just do the things no-one else is doing. It might be:
• A welcoming chocolate sample just for walking in
• A 24-hour delivery service, with in-home delivery available any hour of the day
• Lifetime warranty on parts, at no extra cost
• Free bedroom slippers for test-resting a bed. Shoppers are encouraged to take them home!
• A shop-at-home service. Bring the mattress right to the shopper for a test rest. Bring three comfort levels
• For furniture dealers – a full accessory service. Bring pictures, lamps, and rugs to the shopper after the furniture is delivered. They only pay for what they keep
• Post a Joke of the Day on your website. Shoppers will come back for more
• Catered dinner after the installation of a four-piece kitchen package
What makes you unique?
This article was originally published by Your Source News. Gordon can be reached at [email protected].
