Education

Taking a position for the future……..NOW!

October 16, 1999 | By: deaneparkes

Forget the past, forget the future and focus on now. Sounds esoteric but with the way the natural industry is going these days we need to take all our creative energies and develop a plan that will see us into the new millennium.

Our industry is no longer a selling to a funky specialty market, we are pretty well mainstream. On the one hand we should be pleased as more consumers are being exposed to enjoying healthier lifestyles but it also means competition has escalated tremendously.

There are decades ahead of consumers who want to stay younger longer by using the products we sell, I think the statistic has 33% of Canadians over 50 by 2005. Who will have lasting success? I think it will be those who are very focused on being the best in a very specific area of their business and create a simple clear dialogue to their customer base that tells the customer this is what we do best ……..and then they prove it by being the best at it.

I think there will be far less new store openings in the near future though more grocery and drug stores will continue to develop their health sections. This will allow retailers to stake out their territory [8km radius] , look at what service they provide that is unique and profitable then do everything to communicate to their community customer base.

We need to “brand” ourselves as retailers. To the consumer many of our products have been “branded” through their product name as in St. John’s Wort, Glucosamine, Echinacea etc.. Anyone can sell these products and to the general consumer there is little to differentiate one company’s product from another. The manufacturers will be challenged as more and more companies produce same name products to an already confused consumer.

So why think branding and how will this protect you now and into the future?  The concept of a brand was developed so cattle ranchers could identify their cattle from the other ranchers when the cattle were roaming the same country. You need to have your name stick out so the consumer can identify you from all the others selling similar products in your community. [Read 22 Immutable Laws of Branding by Al and Laura Ries ]. You need to own a position in the consumers mind so when they hear your stores name [brand] they will immediately think of your unique service you provide. Some positions you may want to “own” under your store “brand”.

• Best selection of “fill in the blank”.
• Leaders in women’s health.
• Sports nutrition experts.
• Most knowledgeable staff.
• The herbal store.

You get the idea. You cannot be all things to all people. This does not mean you do not sell a selection of other products and services but you have one key part to your business that you are the best , the leader and you are going to dominate your competition.

As a wrap here are 4 key points to remember when positioning your store [brand] in your community.

1. You “must” position yourself in your customers mind.
2. Your position should be singular – one simple message.
3. Your position must set you apart from the competition.
4. You cannot be all things to all people – focus on one thing.

Take some time now so you can guarantee yourself a fun and profitable future.