In this case, a Unique Sell Proposition (SOP) for online shopping will simplify the process. You can easily make yourself known to your prospective customers and offer deals they won’t be able to turn down. Furthermore, if you add a bit of humor to your marketing strategy, you will get customers for a long time, and also the power of word-of-mouth attracts more customers than ever before.
To assist you in getting started, we’re sharing everything related to the eCommerce USP that you need to know and apply.
Table of Content
- 1 What is a unique selling proposition (USP)?
- 2 Why is a Unique Selling Proposition Important?
- 3 What are the Benefits of a Unique Selling Proposition?
- 4 Creating a unique selling Proposition
- 5 Examples of USP
What is a unique selling proposition (USP)?
Unique selling propositions (USP) or the unique selling point is a marketing message that differentiates the product or brand from its rivals. For example, a USP could have the lowest price or the highest quality, the longest experience, the best in its category, or some other characteristic that differentiates the product from its competitors. A distinctive selling point could be “what you have that competitors don’t.”
A well-designed USP offers a clearly stated benefit for customers by offering something that other products cannot or won’t. However, the USP must also be compelling enough to draw new customers.
It is careful to balance what the customer is looking for and what the company does well or what it can provide that others can’t. In addition, the USP aims to create a unique service or brand distinct from competitors. Therefore, the USP must appeal to the things customers are most concerned about and clearly distinguish the brand’s offerings from everyone else’s.
Why is a Unique Selling Proposition Important?
A well-defined USP can be a valuable instrument to define and define your goals for marketing to set your company’s products and brand above your competitors. A USP that aims to convey specific consumer benefits is usually an integral component of a business’s brand strategy. It helps to remain memorable and create an image that is pleasing to the consumers’ eyes.
You’re aware of what sets your company and its products from others; however, if you don’t explain that clearly to your customers through every marketing piece that you develop, it will not be able to make a difference.
What are the Benefits of a Unique Selling Proposition?
Although the e-commerce USP for each online store differs, the main benefits are the same. These are the top five benefits of having a unique selling proposition that could assist you in expanding your online store quickly.
The internet is a massive market, and creating an identity that is distinctive isn’t an easy job. However, having an eCommerce USP creates uniqueness and gives you distinct recognition. USP signifies distinctive.
When someone is exposed to your name, the likelihood of recalling it increases, and your brand will be easily identifiable and thus enhance it without having to put a lot of energy into it.
A unique selling Proposition is a benefit your customers receive when they purchase from your online store.
You’re aware that the customer may be unable to remember their name. However, if they connect a benefit to it, it’s memorable.
Distinct brand identity and showcasing the results are advantages that cannot be overlooked. This is because it increases revenues. In addition, the presence of an eCommerce USP gives your customers an incentive to purchase from you.
If it is paired with the product’s price and benefits, the USP of your eCommerce can be viewed as gold mining in the potential to increase the size of your eCommerce.
Your USP can be described as an eCommerce strategy you crafted to draw consumers to the brand. It motivates them to believe in your business and only buys from you. This can lead to loyalty, which helps expand your online business.
Not just an eCommerce USP assists you in dealing with external influences and external factors, but it also aids your team in streamlining the selling process. It will help you identify the ideal customer, the right advertising campaigns, and even the right content to make a prospective customer a long-term customer.
Creating a unique selling Proposition
Now that you’ve figured out the value of a unique selling point and why you require one, let’s get to create our own, will we?
Step 1: Do your research on your competitors
You won’t be able to distinguish yourself from your competitors if you don’t know what they are doing. So the first thing you must do is study for the competition. Find your top five or 10 competitors and find their distinctive selling points, if any.
Are they all saying that they will be the most affordable product or the most effective product ever? Since if they claim to be, then you must make the same claim. Check out what customers have to say about them. Are there any complaints and what can you do to benefit from it?
When it comes to customers, it is important to study your customers and build a persona for your customers. This will enable you to identify the things your customers are most concerned about so that you can give them the information they need uniquely. For example, perhaps they don’t want price reductions. In that case, your claim to have the lowest price is ineffective.
Step 2: Extract benefits
The benefit of visiting Starbucks is that it’s an informal environment to make colleagues or work. The coffee isn’t purchase but rather an experience. The advantage of purchasing the MacBook is that you won’t need to be concerned over the death-like blue display. The MacBook isn’t a laptop; instead, you’re purchasing efficiency.
Customers are looking for value, not features. I don’t care what RAM my computer is. If it crashes upon me, then it’s ineffective.
You must know the advantages you provide your customers. Utilize your research on customer personas to assist you.
Step 3: Find what’s different.
Although your product doesn’t require specialization, your point of differentiation does. In the preceding section, you could have identified a few benefits you can offer customers. For example, you might have the most effective products, deliver them quicker than any other company, and have an unconditional return policy. However, if your competitors say something similar, it does not make you different.
Utilizing your competitor’s research and compare your advantages against theirs. It’s fine if they have specific advantages that you do not. It’s what makes them distinctive and different in the same way that makes you distinctive.
Step 4: Make it simple.
There are only 10 seconds to leave an impression on the visitor when they arrive at your site. Your unique selling points are among the first items they will encounter, so make them concise and clear. Nobody can read a lengthy explanation of how you’re distinct from the beginning.
You can see it instantly, and it only takes a second for a couple of seconds to comprehend; however, it instantly leaves an impression on your mind.
Step 5: Give proof
“We offer a 15-days free trial “.
Allbirds have sections on their website that show how they can make the most of their key selling points.
Step 6: Market it
Your unique selling point lies at the heart of your business, and that implies it should be present everywhere. Place it on your website, most likely at the top of the page and other pages within the header. Place this on all your social media sites and packaging, marketing materials, and wherever a potential customer is exposed to your brand.
Examples of USP
1. The North Face – Products that last a lifetime
This USP is distinctive and increases confidence in the consumer, allowing for higher prices and appealing to all concerned about preserving the earth from fashion trends.
2. Saddleback Leather
Saddleback Leather’s catchy slogan, as well as one of the most recognizable aspects of their website, is “They’ll fight over it when you’re dead.”
3. Chassis – Improving lives
Male care provider Chassis showcases how USPs are crucial even if your product isn’t distinctive in the first place. Chassis’ USP is all about improving the lives of people.
4. Bee’s Wrap: “A Simple Solution to Plastic Pollution.”
The company’s name, “Bee’s Wrap,” already identifies healthy, natural products. Furthermore, their USP highlights the ecological benefits of their wrap.
Thus, they can position themselves as solving a problem that no one likes–plastic pollution–differentiating themselves from their competition.
9. Best Buy “Find a lower price, and we’ll match it.”
The cult Best Buy USP has helped establish the brand’s image. However, since customers are not able to find an offer that is lower than what they pay for the item, particularly in electronic stores, Best Buy’s USP promises something different and unrestricted power to match prices.