#007 – Another Online Pet Shop
How to beat the big box movers
Published on April 30, 2018
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Sit. Stay. Don’t roll over. Giant online retailers might be good for some segments of the market, but what do you do if you’re a smaller start-up with a passion for your chosen industry? Simple. Demonstrate expertise – show customers that you’re the absolute experts in your field and that they should come to you first.
Undercutting by your more well-heeled competitors has always been around – some price wars have been the stuff of legend. Having an e-commerce store means that your prices are open for all to see and that alone makes it super easy for your competition to keep tabs on you. However, the internet can provide some creative avenues to beat the big boys.
David -1, Goliath – 0
Everybody knows how David beat Goliath but how many of us use those lessons in our business life? David refused to engage Goliath where he was strong. The little guy can never beat the big box on price. David chose to engage at distance with a sling – putting himself out of range of Goliath’s big sword and hitting him where it would do the most damage.
Demonstrate expertise with useful content
They say knowledge is power – learn how to outmanoeuvre the big box movers by giving away some of your knowledge to create a stable and loyal customer-base. Make content that is useful, that increases the knowledge of your target segments. People will know you as the experts and will take your recommendations seriously. They will keep coming back to your website, blog, Youtube channel, online store to learn more and buy what you suggest.
Offer exclusivity and it doesn’t have to be expensive
Build a newsletter database. Offer premium content to your subscribers and great store offers too. Create branded merchandise and products that aren’t available elsewhere. Sourcing local or hand-made products is a proven winner. Hold workshops and master classes where your students buy course materials from your online store. Make the emphasis of your inventory about exclusivity, value and move away from commodity products.
He who owns the customer(s’) relationship hearts owns their business.
Who’s a good boy, then?
PS Here’s an episode on building brand loyalty if you’re a service-based business.
