Unique Selling Proposition (USP)

Introduction 

A unique selling proposition is the defining factor or characteristic that sets a company apart from its competitors. Online and offline retailers aim to clearly communicate their unique selling proposition to shoppers in marketing campaigns, product descriptions, and all other customer touch points.

Some basics of USP

1. Products

Establishes the business's claim as the provider of a product or service superior to what their competitors provide. For example, a company selling special taste differentiate themselves based on unique, highly-coveted products that can't be found elsewhere i.e. KFC

Target Value: Quality

2. Prices

Cost plays a role in every buying decision, but it is often the focal selling point when selling to comparison shoppers. Price-based propositions don't discount their quality: rather, they emphasize value. Example: Micromax and Xiaomi smart phones

Target Value: Affordability

3. Support

Some customers are looking for peace of mind and reliability when they make a purchase. While product and price clearly play a role, what can really sell them is reliable support. These include return policies, technical help lines, extensive online resources, or some combination of these factors. A support-based proposition is selling a reassurance that no matter what happens, the customer will be taken care of. Support is especially important for merchants who cultivate an ongoing relationship with their customers, such as those with subscription services.

Target Value: Social connections