“Most classic frameworks of retail strategy are missing a critical dimension: the customer perspective. It is a significant and startling omission.
After all, when customers go shopping, they want to buy something they value (product benefits) from someone they trust (customer experience). Whether customers buy these products offline or online is a function of where they are, who they are with, and how much time they have.
A related insight that many retail strategies seemingly forget is that today, more than ever, customers have lots of choices and they gravitate to the retailers who offer them the best value on the dimensions they care about. In other words, retailers have to provide some kind of superior competitive advantage beyond what is being offered by the competition. This superior value can be delivered either by providing more pleasure and benefits for their customers or by removing pain and inconvenience from the retail experience.”
“The “Retail Proposition,” the horizontal axis of this 2 × 2 matrix, represents the first principle: Customers want to “buy something they want (product benefits) from someone they trust (customer experience). “Superior Competitive Advantage,” the vertical axis, represents the second principle: In order to win customers, retailers must offer products and experiences that are better than the competition’s.
This matrix spells out four basic strategies. The first two strategies, illustrated on the top row, differentiate themselves by offering more pleasure and more benefits; the second two strategies, illustrated on the bottom row, differentiate by eliminating pain points.”
Excerto de: Barbara E. Kahn. “The Shopping Revolution”. iBooks.