The Art of Being Chosen

Martin Butler who spoke at our recent conference really made everyone stop and think.

Martin went out and interviewed the CEO or President/Chairman of 100 top retailers around the world. These interviews included such companies as Walmart, Ikea, Zara, Carrefour, Tesco – the big players in the world of retail. He was seeking an answer to one question, “Why does the consumer shop with you rather than one of your competitors?”

The book that resulted from this research, ‘The Art of Being Chosen’, explored the answers to this question.

The interesting thing is that Martin is absolutely right. The business that every retailer is in is the business of being chosen. You are not selling shoes or books or watches, you are in the business of being chosen.

Once you think about this, another fundamental question arises, “Why would the consumer choose my store?” You have to give the consumer a reason to select you; you have to have a real reason for being chosen.

Having identified what it is that you want the consumer to associate with your store, you also have to consider how sustainable this point of difference is. Normally, price on its own won’t do it – someone else will come along and offer a better price. You need a unique range of benefits that is hard to emulate.

You have to give the consumer a valid reason to select you.

If you are interested in purchasing a copy the cost is $35 plus postage. If you are interested, please email Rachael Earnshaw rearnshaw@retail.org.nz