The Competitor Shop - How often do you do it?
Gareth Boyd
Providing businesses with executive recruitment solutions. Also a tour experience entrepreneur
Recently, I found myself in the shoes of a customer rather than a tour operator as I embarked on what is commonly known as a "competitor shop". With a new player entering the market, I couldn't resist the urge to experience their tour first-hand. After all, how did they compare to mine? What insights could I gain to enhance my own offering?
Now, one might argue that a quick glance at a competitor's website or social media could provide ample information. However, I firmly believe that nothing beats the first-hand experience. So, without further ado, I booked a spot online and eagerly awaited the tour day.
Upon arrival, I was greeted by the tour guide along with eight other guests. The tour commenced, and as we delved into the experience, I found myself evaluating every aspect, comparing it to my own tours. Overall, the tour was ok - having been on many food tours, I like to think I know the difference between great, good and bad.
Post tour, a fellow participant who had recognised me from my own tour website, couldn't resist asking about the point of differentiation - what was my tour Unique Selling Proposition (USP)? In response, I highlighted several key factors. Yes, my tours might be slightly pricier, but they offered an extended duration, a more generous spread of food and drinks, deeper interaction with venue owners, and superior customer service from our guides. These elements collectively formed the essence of what set my tours apart.
领英推荐
Reflecting on this experience, I am reminded of the invaluable nature of competitor shopping. It's not merely about sizing up the competition; it's about learning, evolving, and staying ahead in a dynamic market landscape.
So, do you have a competitor shopping strategy? If not, perhaps it's time to consider it. Stepping into the shoes of your customers and experiencing what your competitors offer first-hand can provide invaluable insights and opportunities for growth and refinement. After all, in the journey of business, continuous improvement is key.
?