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Target Open Day 2012 - Fight Your Corner

Posted On - 14/11/2012 14:24:47

margin-left: 10px; margin-bottom:10px; float: right;padding:5px; border:1px solid #cccccc;Last Friday, November 9, saw the Target 2012 Open Day.And what a Day it was with just shy of 200 IT trade customers attending.

Starting at 10am the day was packed with new, never seen before ShopTalk sessions including highlights from the recent Retail Price Comparison Survey.

The day also saw Microsoft deliver sessions on their Refurbisher Programme, Server 2012 and the controversial Windows 8.

And it didn't end there. The evening rolled on in true Yorkshire style lubricated by several drinks, great food, quizzes and a casino. A good time had by all? Definitely.

But what did people learn? Let's have a closer look at the content of the four ShopTalk sessions.

1 - Shattering the Price Myth

Price isn't everything. People choose to shop where they do for many reasons: being able to touch-and-feel, talk to an expert, shop locally and plain convenience to name a few.

Sure, price is always important but it's rarely the deal breaker and often not the main consideration. Yet many Indies proudly proclaim to be "the cheapest in town". They believe the only way to compete with the Big Guys and stop being challenged on price is by making theirs the lowest.

Not only is this wrong, doing it put the business at huge risk. See "I Can't Compete!" and "Why We Buy".

Price doesn't work like this – especially for "expert" services – because low prices attack the very basis on which you trade: offering quality, expert services that can be trusted. Price and quality are linked. And cheap does not equal good.

Using price like this also sets in motion an nasty downward spiral: one where low prices attract shoppers only interested in getting low prices forcing you to lower prices further...

It also doesn't work because you've no need to make them low. The Big Guy's have vast costs. They need to recover at much greater rates than you. Or to put it another way, you've genuine margin advantage over them. The problem is they're better than you at convincing consumers they're better value. And this is the real issue for your marketing: changing ingrained beliefs.

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