April 04, 2018
Surendra Jagwan
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
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