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