Toys-R-Us has recently announced plans to add short-term locations this Christmas shopping season. They will be setting up shop in vacated storefronts in malls and shopping centers to pick off additional traffic that their current permanent stores don't attract. It's a brilliant move for several reasons.

First, it's tried and true in other industries. Look at any empty Blockbuster Video or Circuit City location right about now -- they are being occupied by Halloween stores on 2-month leases. Same goes for fireworks shops each summer. They pop up in every vacant storefront for a short selling season and then disappear again. That's exactly what Toys-R-Us wants to do, adding outlets for their busiest season and then folding up when the season is over.

Second, it's low risk. Retail property owners don't exactly have big lines clamoring for their vacant spaces right now; supply far surpasses demand. As a result, I'm guessing Toys-R-Us has gotten sweet deals almost everywhere they have gone. Between convenient locations and their well-recognized name, they are sure to get traffic. That spells profit!

The adage "Location, Location, Location" holds true even in short-term bursts of seasonal business. Where could you be more convenient to customers? How could you be easier to access when the buying decisions are being made? Pick your spots, and compete for traffic in creative new ways!

Labels: creativity, customers, differentiation, management, marketing, planning, strategy

As mentioned in the previous post, Kohl's has a new radio spot that got me thinking. The question in the ad is, "Is it just me, or . . .?"

Finish that sentence with your own business in mind. What do you offer that is "just you?" What is it about your products or services or company or delivery or experience or follow-up that can only be found with you? You'll have to be specific, like Kohl's with their no-hassle, no-questions, no-receipt return policy.

Get creative, until you can answer that question affirmatively: "Yep, it's just me!"

Labels: advertising, differentiation, management, marketing, planning, strategy

A new Kohl's radio spot asks, "Is it just me, or does everyone have a return policy this good?" They give a couple specifics of their generous, no-questions return policy, and then decide, yep, it's just them.

This prompts a couple points. First, when retail stores are working so hard and spending so much to make sure they are perceived as different, this move by Kohl's is genius. They aren't promoting their exclusive brands or new product lines, they're highlighting their return policy.

Returns are often a pain. Consumers often dread the experience -- having to explain their reasons for return, having to dig up old receipts, bracing themselves for conflict or hearing "sorry, we can't take this back." So to woo shoppers, Kohl's is selling confidence that the purchase experience is no-risk.

This is customer sensitivity in action. How can you reduce risk for your customers? Find a way, and proclaim it boldly. You'll be set apart that very instant.

Labels: customer centered, differentiation, marketing, planning, strategy