Creating an Online Store: How to Find Your UTP
Nowadays, one can often hear that in order for a successful e-commerce to work successfully, it requires its own UTP – a unique trade offer. This is really true, because in order to sell a product to a buyer, it is necessary to convince him that it is this product in this store that can solve his problem and satisfy the need. Consideration should be given to developing a UTP in the earlier stages of creating an online store.
When online stores were just getting started, the competition between them was quite low, and the opportunity to buy online was unique to the buyer. Now, virtually every niche has many online stores offering similar products at about the same prices, so it has become much more difficult for each such store to win a buyer.
UTP is something that can be a great asset in competition, highlight the store among many of the same and attract customers. But a unique sales offer is not just “lowest prices”, “best service” or “best quality”, but also some specific features of the products offered or a way to solve urgent problems of buyers. That’s why finding your UTP is very difficult.
Yes, it is usually necessary to carefully study the features of the products offered and to choose one thing, which will be the focus of the UTP. To do this, you can think of what materials are made of goods, how the goods are made, what is the history, for whom they are intended, which brings together all the goods in the range of the store. You need to look for something that no one else does and that competitors lack. Here are the main options.
In many cases, the same unique merchandise as in dozens and hundreds of other stores, but in exclusive design, has become an effective unique selling proposition. An example of this is the history of the famous My Bottle bottles: thanks to its stylish design, a regular plastic bottle has become a popular, demanding accessory, even at a high price.
If the products have any unique characteristics, then it is almost ready for the UTP. But what if there are no such characteristics? Then you need to think about which of the characteristics are most important to the customers, and put a focus on them. Here is an example of the popular sunflower oil, Olein: the brand was the first to point out that its product does not contain cholesterol, although in fact any other sunflower oil has the same property.
If the store offers a unique scheme for the target audience, then it can also become a UTP. For example, you can refer to popular food delivery options such as “Delivery in 30 minutes” or “If we do not have time to deliver your order in time, it will be available to you for free.” In addition, a good example is a fitting service before paying a courier from the well-known Lamoda online store.
Quality and production methods
A unique production technique is another effective UTP. For example, many buyers value manufactures or, conversely, innovative technologies that make the product special. So if an online store sells products that are made in a special way and have the advantage over analogues, this should definitely be emphasized.
In general, no matter what the unique sales offer, it must be useful for potential buyers. For example, if an online store is targeted at b2b customers, it is more important to highlight the benefits of the products offered for business rather than end-users in UTP. Conversely, if an online store is retailing, its UTP should focus on the benefits and benefits of consumer goods.
A unique proposal should be clearly, concisely and clearly stated and not easily accessible to competitors, but it must also include what the online store can deliver on an ongoing basis. It may take a lot of time and effort to develop such a UTP, but the online store will be able to buy its “highlight” and stand out among the many similar sites.