Personalizing and Differentiating Your Customer Experience To Actively Compete In Today's Market

Personalizing And Differentiating Your Customer Experience To Actively

Compete In Today’s MarketManish B. Hirapara

Monday, August 12, 13

The challenge with just adding products


How does this happen?

• Perception that adding more product is the secret to growth

• Distributor catalogs make it simple to add more product

• Just because you can add a product doesn’t mean you should


Differentiate to compete

1. Think like the customer

2. Make it relevant

3. Make it personal & compelling

4. Seek the right partners

5. Leverage existing assets


Think like the customer

• Who is the customer?

• Why are they shopping with you?

• How are they shopping with you?

• Don’t underestimate their intelligence


Make it relevant

• Consumers purchase for a combination of two reasons: utility + design

• What are the customers already buying?

• What are they using the products for?


Make it personal & compelling

• Customers now expect good design

• With new tools, there is no longer a tradeoff between functionality and design

• Address the customer’s taste, don’t insult it


Seek the right partners

• A new era of technology allows open APIs to foster partnerships

• Don’t just rely on product catalogs and middlemen

• Think of scale but on a local level


Leverage existing assets

• Stores could be a competitive advantage

• Machinery or vehicles can be a huge barrier to entry for others

• Make full use of high-dollar software and technology investments


Case Study: forks


Think like the customer

Who is the customer?

How are they shopping with you?

Why are they shopping with you?

On the GoOnline

Small Business Office Admin

Small Business Owner

In Store

Price Speed Assortment


Make it relevant

• Forks are a break room product used for in-workplace dining

• Find adjacencies

Water DeliveryWellness Services

Coffee SubscriptionsHealthy Snacks

Catering

Digital Signage

HR Posters


Make it personal & compelling

• In-office dining is often a social event

• The proverbial water cooler conversation is still a team building activity

• Style helps business owners looking to project a certain corporate culture


Seek the right partners

• Find service providers seeking new customer streams

• Example: restaurant + retail partnership


Leverage your assets

• Salespeople visiting for coffee with stylish new products

• Recurring delivery eCommerce capability

• In-store events for employees


Partner

CustomerCentric

Relevant Personal& Compelling

Personalizing And Differentiating Your Customer Experience To Actively

Compete In Today’s Market@mhirapara | m.hirapara.com

Leverage Assets


Personalizing and Differentiating Your Customer Experience To Actively Compete In Today's Market

Business

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