How do we then establish the relationship with the USPs?
Posted: Sun Dec 22, 2024 5:21 am
Where does it often go wrong?
Many webshops have USPs that are not unique. That do not distinguish themselves from the competition. Sometimes they are thoughtlessly written down on paper or even taken over from the competition. Often they are simply not thought through properly. Especially as a small webshop that competes against a large player (Coolblue, Bol, Wehkamp, you name them) it is very difficult to be distinctive. These players can often offer a better price and have faster delivery times, because they are so big.
Another problem is that some points that are presented as USPs have already become commonplace in the market. An example of this is that people now expect that if you order something today, it will be delivered tomorrow. You are not very unique if you offer this. So it is no longer a real USP.
USP's and the Kano analysis
Do you want to get started with creating really good USPs? Then it is wise to make a Kano analysis. Noriaki Kano is the founder of the Kano model , in which customer value is central. This model is actually used to link customer satisfaction to product development. It is wise in several respects to map out the model for your business.
Although the Kano analysis was not designed for creating USPs, this analysis is very useful for mapping out and aligning your USPs with them.
Canoe analysisThe Kano analysis has 3 lines as seen above:
Must be's
More is better
Delighters
These lines run across a playing field between satisfied and dissatisfied customers and features you don’t have and features you do have. The line with must-be’s is actually the line of features you should have at least. If you don’t have them, the customer is dissatisfied. More is better means that the more you have of something, the greater the customer satisfaction. Delighters are the features that ensure an excellent customer experience and are often unexpected. These are features that, if you don’t have them, do not cause customer dissatisfaction.
An example of a 'must be' is that your product must be available. This is something you must have if someone wants to order from you. (Side note: of course this depends on your industry). You can also put this in the light of your competitor. If all your competitors have 'delivered before 8:00 PM, delivered tomorrow', it will be very difficult if you cannot keep up. You will generally have to meet the same conditions.
An example of 'more is better' is free shipping from 50 euros. The more (or faster or bigger) you get of something, the better the customer likes it. So in this case: the lower the amount you offer free shipping for, the more you satisfy the customer. Free shipping from 10 euros is better than free shipping from 50 euros.
Delighters are your real USPs. What do you do that amazes the customer?
Always a free gift with your order
A partnership with another company that benefits the customer
Access to an online community with extras
These are all examples of this. They are the points with which you trump your competitor.
Copying the art
Below you will find some examples for inspiration.
MAST
Mast usp example
Chocolate and art? A unique combination of MAST that translates into the website. “ Let's turn your pantry or kitchen table into an art gallery! ”
Yummy
USP example Lekkerbly
Using your own origins as a USP. Who knows philippines mobile number list the nicest places and the most interesting sights better than someone who comes from the area itself?
Toms
USP Toms
Also read: Making an impact with your product or service [useful model]
This shoe brand contributes to shoes, sight and water for people in need. The consumer contributes to a better world with his or her purchase.
Lush
USP Lush
Lush clearly shows their ' employee benefit program ' on the homepage. This is a USP in which the employees are involved. You don't really see this as a USP, but it certainly reflects the identity and culture of the organization.
I am also very curious... What is your best USP? And which USP that you have on your website are you saying goodbye to immediately.
Many webshops have USPs that are not unique. That do not distinguish themselves from the competition. Sometimes they are thoughtlessly written down on paper or even taken over from the competition. Often they are simply not thought through properly. Especially as a small webshop that competes against a large player (Coolblue, Bol, Wehkamp, you name them) it is very difficult to be distinctive. These players can often offer a better price and have faster delivery times, because they are so big.
Another problem is that some points that are presented as USPs have already become commonplace in the market. An example of this is that people now expect that if you order something today, it will be delivered tomorrow. You are not very unique if you offer this. So it is no longer a real USP.
USP's and the Kano analysis
Do you want to get started with creating really good USPs? Then it is wise to make a Kano analysis. Noriaki Kano is the founder of the Kano model , in which customer value is central. This model is actually used to link customer satisfaction to product development. It is wise in several respects to map out the model for your business.
Although the Kano analysis was not designed for creating USPs, this analysis is very useful for mapping out and aligning your USPs with them.
Canoe analysisThe Kano analysis has 3 lines as seen above:
Must be's
More is better
Delighters
These lines run across a playing field between satisfied and dissatisfied customers and features you don’t have and features you do have. The line with must-be’s is actually the line of features you should have at least. If you don’t have them, the customer is dissatisfied. More is better means that the more you have of something, the greater the customer satisfaction. Delighters are the features that ensure an excellent customer experience and are often unexpected. These are features that, if you don’t have them, do not cause customer dissatisfaction.
An example of a 'must be' is that your product must be available. This is something you must have if someone wants to order from you. (Side note: of course this depends on your industry). You can also put this in the light of your competitor. If all your competitors have 'delivered before 8:00 PM, delivered tomorrow', it will be very difficult if you cannot keep up. You will generally have to meet the same conditions.
An example of 'more is better' is free shipping from 50 euros. The more (or faster or bigger) you get of something, the better the customer likes it. So in this case: the lower the amount you offer free shipping for, the more you satisfy the customer. Free shipping from 10 euros is better than free shipping from 50 euros.
Delighters are your real USPs. What do you do that amazes the customer?
Always a free gift with your order
A partnership with another company that benefits the customer
Access to an online community with extras
These are all examples of this. They are the points with which you trump your competitor.
Copying the art
Below you will find some examples for inspiration.
MAST
Mast usp example
Chocolate and art? A unique combination of MAST that translates into the website. “ Let's turn your pantry or kitchen table into an art gallery! ”
Yummy
USP example Lekkerbly
Using your own origins as a USP. Who knows philippines mobile number list the nicest places and the most interesting sights better than someone who comes from the area itself?
Toms
USP Toms
Also read: Making an impact with your product or service [useful model]
This shoe brand contributes to shoes, sight and water for people in need. The consumer contributes to a better world with his or her purchase.
Lush
USP Lush
Lush clearly shows their ' employee benefit program ' on the homepage. This is a USP in which the employees are involved. You don't really see this as a USP, but it certainly reflects the identity and culture of the organization.
I am also very curious... What is your best USP? And which USP that you have on your website are you saying goodbye to immediately.