When we began thinking about rebranding our business, we took it as an opportunity to rething and retool every piece, from the backend system powering our cart to the marketing strategy.
One of the biggest failings of our previous web site was the complete lack of a value proposition. In other words, nowhere on our web site did we explain to the shopper why she should purchase from us rather than a competitor with the same exact product.
When I sat down to craft one, I was immediately faced with two daunting challenges.
- We are a drop-shipper, which means we handle the order, but the actual manufacturer handles the fulfillment. There are thousands of other online retailers doing the same thing, many with our exact business model.
- Similarly, all of our products are available on other online furniture retailers. We do not offer any exclusive product lines, at least not yet.
As I sat racking my brain, I got a series of emails from Jessica. Hours before, I had asked her to send me over any customer testimonials that we’d been sent for posting on the new site. This is an example of a few of them:
- “We all appreciate your commitment for delivering an excellent service.”
- “I just have to say your company is awesome to work with. I’m so impressed with your service!!!”
- “Wow. I am totally impressed by your company’s action and your incredible support.”
There it was! We’d been sitting on this goldmine the whole time. Once I read those, it took me about 5 seconds to come up with our unique value proposition:
- “People-powered customer service.”
It’s simple but powerful. It doesn’t make any grandiose claims (”The best customer service online”). It just states what we, and many of our customers, feel to be the truth: Our customer service rocks!
Photo credit: Jim Patton
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