by Wayne Hastings

If you were to ask customers what they felt your store stood for, could they tell you? I’m not talking about values and mission. I’m talking about merchandise and product. Do you take a stand in these areas, and if so, is it unique to you? Or are you just like any other store—so you are not top-of-mind to the customer when they need to make a purchase?

All of the most successful retailers have identified their uniqueness. This is sometimes called their Unique Selling Proposition or USP. This uniqueness makes them different or better than their competitors. Once identified, USP drives marketing, merchandising and even the in-store customer experience.

Having a USP means that you need to take a stand for something. For example, if being the best place for Bibles is your USP, it means you must do everything you can to live up to that promise. With that in mind, inventory must be robust (breadth, not necessarily depth, on every title); promotion must be solid (with good in-stock quantities on promoted titles); the department must be well-merchandised; and every customer should be able to easily find Bibles. Literally, your store should shout, "Bibles!"

If your USP is books, the same rules apply. Small-group studies? The same rules apply. Take a stand, be in stock and shout from everywhere in and out of the store that this is what makes you unique—this is where you’ve chosen to take a stand.

The down side of not taking a stand is mediocrity. Your store won’t come to many customers’ minds because you’re a generalist.

Take a close look at your customers, and understand who they are and what they want. Then, take a hard look at your competition and what they do to attract and keep customers. Next, look at your store: What do you do better than anybody?

This last question can be product- or service-driven. Are there specific products that your competitors don’t carry or are weak in where you could excel if you took a stand?

–Wayne Hastings is an author and consultant with leadership experience in Christian publishing and retailing.

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