Value Proposition and Customer Service Approach in Retail Marketing

RETAIL MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................3
VALUE PROPOSITION OFFERED BY RETAILERS.................................................................3
CUSTOMER SERVICE APPROACH............................................................................................4
COMMUNICATION AND RELATIONSHIP...............................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................1

INTRODUCTION
Value proposition is defined as the acknowledgement and communication of values which are
delivered to customers and which encourages them to choose a particular brand only. Thus for
gaining competitive benefit it is very important that organizations must adopt strategies to
deliver maximum and unique value propositions so that they can survive for long term in the
market. This report will discuss the two of the most successful organizations of UK: Waitrose
and Aldi. It will provide a comparative evaluation of value offered by both the companies and
how they used to manage quality services and customers for sustaining long term success.
VALUE PROPOSITION OFFERED BY RETAILERS
In order to deliver a higher value proposition companies used to adopt strategies which can meet
the needs of their target customers. The unique value proposition of two retailers is as follows:
Waitrose: Waitrose target the customers from all age and income group who want to buy
groceries. The key value creation principle adopted by Waitrose is to build and promote its brand
as essential instead of as basic amenity. Thus several attempts are made by organisation to ensure
that with the creativity and new approaches its customers always found ease. For instance as
compare to Aldi the store layout and packaging of Waitrose product is quite creative and stylish
so that it can have a unique impression on its customers by making them feel experience of
premium brand. For its target audience Waitrose targets to establish the convenience of
supermarket and specialist shopping store which gives priority to freshness and quality (Zhang
and et.al., 2019). As compare to Aldi, Waitrose has less emphasis on adopting low pricing
strategy instead this retailer focus on sustaining reliability and good quality even if it means high
costs. Contrary to giving preference to routine low pricing Waitrose target customers are retained
by means value creation through affordable quality.
Thus company does not hesitate in asking for premium returns from its customers for making
Waitrose supermarkets better than other competitors. In addition to the quality another value
proposition gained by organisation is the wide range of product and services it provide to its
customers. As compare to the other retailers the organisation is highly innovative in its product
range and it offers vast range of products so that majority of people can found the product as per
their requirements. Unlike Aldi, Waitrose has complete range of weekly food. The balanced food
range provided with healthy and fresh options itself is unique proposition for the company.