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Editor's Pick

Differentiated Commerce: A Model For Success

Platt Retail Institute

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It is hard is for companies to drive home their messaging today among the waves of instantaneous, continuous communication that engage customers. Clearly, you would like to excite your audience about your brand and avoid things that contradict your intent as you execute your business model. Yet as customer and vendor executives describe their approach to differentiation in this new commerce world, both sameness and contradictions thrive. What isn’t thriving is a clear model for success.

The challenge for differentiated commerce is addressed in this article in three parts:

1. Minimize needless repetition of an idea without imparting additional force or clearness. If you have been following the same practices as your competitors, instead, be the best at the “next practice.”
2. Avoid trendy “oxymorons” (self-contradictory, often incongruous figures of speech such as “deafening silence”). Many new ideas have inherited problems from the past; instead, challenge conventional wisdoms.
3. Move beyond current best practices and widespread conventional wisdoms; instead, embrace a commerce maturity model for your business.

Omni-channel, mobile strategy, Big Data, keep up with technology: All are important challenges and opportunities in commerce today, correct? This article digs a little deeper to challenge these now conventional wisdoms and to find competitive opportunity by taking a contrarian view.