4 advantages your small business has over Amazon and how to capitalise on them
Matt Brownell, VP of commercial for Yoco | image supplied
Here are four advantages your small business has over Amazon:
1. You have an in-depth understanding of your customers
Bigger isn’t always better – especially when it comes to understanding the unique attributes, preferences, and pain points of your customers. The invaluable well of information you’ve gathered about your customers (whether actively or as a by-product of interacting with them), means that you’re far better equipped to provide them with the products and services – and crucially, customer service – that will convert them into shoppers and ultimately, into advocates for your brand.
Expand on your existing intel about your customers by:
More is more when it comes to learning about your customers (and target market). If you haven’t yet asked for feedback – now’s the time. This is where the good stuff is – even if it’s in the form of a negative review – think of it as constructive criticism that’ll only benefit your brand.
To get customers to spill their thoughts, it’s crucial that you give them an easy way to leave a review or comment about their experience. Whether this is via a Google Business Profile or a casual conversation as they pay for their purchase.
2. You’re well-equipped to curate a uniquely personalised customer experience
Smart algorithms may streamline the shopping experience – but they can’t replace the human element that underpins an unforgettable (for all the right reasons) customer experience. Whether you operate online or offline – or a combination of the two – you’re able to curate a uniquely customised shopping experience that big box stores can’t compete with.
Whether it’s giving a repeat customer a “just because” discount, handwriting a thank-you note with each online purchase, or patiently helping someone choose the perfect book for their beloved, you’re armed with a bunch of tools to facilitate a one-on-one experience that’s personalised and memorable.
Up the ante of your customer service like this:
Ideally, you should dedicate as much time to improving and evolving your customer experience as you do on marketing your offering.
If a stellar shopping experience is going to be the differentiating factor between you and a faceless brand, you need to invest the time, people, and money needed to deliver a unique, positive experience to every single one of your customers – throughout the purchasing process.
This includes all interactions (online and offline) between you and your customers – so map out the buying process from beginning to end and identify ways in which you can improve or elevate it.
3. You’re helping to rebuild SA’s economy
The only thing South Africans love more than cooking meat over an open flame? Our country. When facing off with international competition, the ‘local is lekker’ angle can be an incredibly effective marketing tool – especially in a climate where the underdogs of Mzansi have had a run off it.
In short, tapping into our nation’s unwavering patriotism can be a powerful way to garner support for your brand. By reminding your customers that their patronage isn’t only crucial for your business’ success, but that it plays a massive role in the recovery and growth of our economy, you can make a compelling case for supporting a local, small business over a global giant.
Courtesy of Bizcommunity – full article here