Is strategic positioning something you considered when designing your company’s website or store layout? If it isn’t, it should be.
An Example of Product Positioning
Product positioning makes a difference.
The other day I went to Kohl’s to do some shopping. Because I haven’t spent much time there (and because I have a six month old), I took a little extra time to wander around the store and found myself in the Infant section. As I was standing there, I realized their product positioning was fantastic. Not only was the maternity section nearby, but it was actually back behind the baby clothes that were on sale. Brilliant! In my experience, it’s much easier to tempt a pregnant woman with baby clothes than a new mother. Once the baby arrives you can get a lot of clothes second-hand and you’re faced with more practical purchases like diapers, wipes, baby food, etc. A mother-to-be, however, is excited about the child they’re expecting and more likely to give in to an impulse purchase like a cute summer dress (at least, I know my friends and I did).
Another thing I realized is that for some reason Target doesn’t follow this product positioning. They have their baby section right next to Intimates. Yes, there’s a connection between those two types of purchases, but most people checking out the lacy, revealing clothes aren’t going to be as tempted by a cute little onesie or footie pajamas on the next rack.
What to Learn from Strategic Positioning
Chances are, your company isn’t selling maternity or baby clothes, but there are still some lessons to be learned here. As you design your website and/or store, keep strategic positioning in mind. Learn from the big chains and think about what services or products your company offers that go together naturally (as an example – in almost every grocery store you can find chocolate sauce right next to the ice cream). Ask yourself:
- Who is my customer? What types of products or services are they interested in?
- Do my current customers know about my services or products that are a natural fit for what they’re already buying from me?
- What else does my company offer that could help them solve a problem or make their lives easier?
Although the big stores use product positioning to make an impulse sale, strategic positioning is more than trying to get a customer to buy more. It’s about showcasing what you offer in a way that will make sense to your customers. If your company’s target customer is online, create an easy-to-navigate website that showcases your products and services in a clear, concise way. If you’re trying to reach customers in your brick and mortar store, think about product positioning as you stock your shelves and which items they’ll be most interested in at the same time.
There are examples of this everywhere you look. What good examples of strategic positioning have you seen?
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Photo Credit: Emily Sidley