Mystery Shoppers

Featured Article September '09

Bucking The Trend: The New Trend

 

It’s time to deny the authority of the time honoured phrase, “if it ain’t broke, don’t fix it”. With each industry sector now ferociously competitive, following suit could actually prove to be the failure of your business, despite the fact that the companies in the industry are succeeding by providing a similar service.

Here at Insight, we feel that commerce sectors are becoming too homogenised. Envisage your local high street, I can guarantee that for every pair of those ‘exclusive’ new jeans you bought an indistinguishable pair is being sold next door. Similarly, food retailers are not competing on selection, but on price.

Whilst this tactic clearly benefits major retailers, it is no wonder that so many small and medium businesses fail. How can you compete on price with the big guns? However, perhaps retailers are competing on the wrong thing. Instead, we believe that the focus should be on originality and uniqueness.

Customers are attracted by the quirky and unique products and services that independent businesses have to offer. Those retailers who are distinctive attract customers from far and wide, with people prepared to travel to get just what they want. Business such as Cath Kidston, HiHo Silver and Gourmet Burger Kitchen have seen success based on such individuality. A personal favourite of mine is ‘The Clink’ restaurant in Surrey which offers an unrivalled dining experience by employing former prison inmates and offers a hint at the prison experience to diners. It is the originality of this concept which has propelled the
company to success.

The reason behind the achievement of such companies doesn’t turn solely on their quirkiness, it is also attributed to their customer relations. An individual service in turn makes a customer feel like an individual. The companies are responsive to customers’ needs, reacting to their individual requests and valuing their custom. In short, they are close to their customers. Such service not only attracts new customers but also encourages commitment.

So if small and medium businesses are to prosper, be warned against emulating those who are already successful. Instead, be brave and capitalise on idiosyncrasies.

 

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