Are you ready to start an online store? Or perhaps you already have one, but it doesn’t perform as expected? Either way, it’s essential to define your unique value proposition and do things differently than your competitors.
We live in a digital world where anyone can sell products over the internet. All it takes is an action plan, business acumen, and access to the right tools. For example, you can use a free online store builder like Wix to set up an eCommerce website in minutes.
The ease of starting an online business has opened up new opportunities for entrepreneurs. On the flip side, the competition is fiercer than ever before, making it difficult to stand out in the market.
However, this doesn’t mean you must reinvent the wheel to be successful. The key is to think outside the box and seek ways to meet or exceed customer expectations.
Stand Out from the Competition in a Saturated Market
The number of online stores runs into millions, with global companies like Amazon, eBay, and Etsy taking a large chunk of the market. The only way to remain competitive is to differentiate yourself from others and constantly adapt to customer needs.
Brand differentiation can help you build a unique identity and become a household name. It also makes it easier to gain customer trust and drive repeat business.
Take Lush, for example. The makeup brand is facing tough competition from Sephora, MAC Cosmetics, The Body Shop, and other beauty retailers. What sets it apart is its emphasis on ethical buying and social responsibility.
Lush also offers unique shopping experiences, prioritizing customer satisfaction over profit. Buyers can test everything in the store, request free samples, and get cash back for recycling Lush plastic packaging.
The question is, what can you do to stand out from the competition and achieve sustainable growth? Here are some strategies you might find helpful.
Define Your Unique Selling Proposition
Your unique selling proposition (USP) is the one thing that differentiates your brand or products from similar options on the market. Generally, USPs fall into three categories:
Price (e.g., lowest price guarantee or discounts on bulk orders)
Quality (e.g., cosmetic products handcrafted from organic ingredients)
Services (e.g., same-day delivery, hassle-free returns, installment payments)
Start by researching your target customers. Check out the conversations they have on social media to gain a better understanding of their needs and wants. See what they like and dislike about your competitors and what they would do differently.
Once you have all the pieces together, craft a compelling message around your USP.
Describe what makes your products stand out, and back up your statements with real-world examples. Leverage storytelling, visual content, and customer testimonials to highlight your brand’s strengths and how they differ from those of your competition.
For instance, Patagonia’s USP reflects the brand’s commitment to environmental sustainability: “We’re in Business to Save Our Home Planet.”
Collect and Act on Customer Feedback
In a recent survey of 20,000 consumers, 86% said they were not satisfied with their online shopping experiences. The most commonly cited reasons included:
Difficulty finding what they need (36%)
Missing product information (33%)
Cumbersome return processes (33%)
Other factors, such as a complex checkout process, additional charges, slow-loading pages, and missing product reviews, can affect the customer experience, too. Although many retailers are aware of these issues, they often ignore or overlook them.
Sometimes the easiest way to stand out in a crowded marketplace is to act on customer feedback. This aspect alone can help you deliver a better experience than your competitors, leading to higher brand awareness and repeat sales.
Simply ask your audience what they love most about your brand and what they would change.
Gather feedback through polls and surveys, host live Q&A sessions, and analyze customer reviews. Then leverage these insights to improve your offerings and show buyers that you care about their needs.
Embrace a Customer-Centric Approach
Try to create a positive shopping experience at every step of the buyer’s journey, including before, during, and after the sale. This approach fosters customer loyalty and relationship-building, helping you stand out from the competition.
For example, Zappos has always put its customers first, offering perks like:
Free shipping
Free 365-day returns
Price matching
Live chat
No-script policy
At some point, its customer service reps spent over 10 hours on the phone with a buyer interested in a pair of UGG boots. The apparel brand is also known for its small acts of kindness, such as sending flowers to a grieving customer.
Personalize the User Experience
In one survey, 61% of consumers said they would pay more for products or services if the vendor offered a personalized experience. Other studies report similar findings, with personalization being a key driver for customer satisfaction.
With that in mind, use buyer data to tailor your offerings, marketing messages, and website content to the target audience.
For example, you can make custom product recommendations based on the customer’s browsing history, purchase behavior, and preferences. Go one step further and deliver dynamic content based on users’ data, such as their age, location, and device type.
Not only does personalization drive sales, but it also can boost customer retention and loyalty. Plus, it often increases the average order value, resulting in higher profits.
Develop a Unique Concept
Build a website that makes a lasting impression on visitors. Use eye-catching visuals, original photos, and streamlined menus to create a unique shopping experience. Depending on your niche, you could also leverage virtual or augmented reality to immerse customers into your brand.
For instance, Tesla’s website features a clean and minimalist layout that draws you in. The content is highly visual, with full-page image carousels, animations, and auto-play videos.
Another notable feature is the Tesla configurator, which allows customers to personalize their dream cars and preview the changes in real-time. The user-friendly menu and clear call-to-action buttons guide them through the buying process, adding to the convenience factor.
As a small business, you may not have the same budget as Tesla or other top brands. However, you can still create a site that’s not only functional but visually appealing, too.
The best free website builders offer fully customizable templates for online stores, which you can use to bring your vision to life. All you need to do is choose the desired layout, colors, and fonts, upload your content, and hit “Publish”—all without writing code.
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