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“ Focus on what your business does best . Develop a deeper brand rather than broadening your scope ”
— Philip Rooke , CEO , Spreadshirt
The likelihood is though , that this only makes you equal to Amazon , not better . This won ’ t be enough to survive and compete . So , what else ?
Customers love a specialist . No-one loves Amazon , not really . We go there for things we can ’ t easily find , or for prompt delivery . It is commodity shopping , not a fan experience .
Customers looking for inspiration want a specialist with a clearer choice of goods and expertise . So , to compete against Amazon you need to promote your specialist credentials . You have to make it clear in your branding , range and user experience .
AUGUST 2019