If you use words like positioning or point-of-difference, many retail operators switch off because all they hear is ‘theory’. It is worth remembering that the process works like this: you RESEARCH what happens in PRACTICE in order to formulate a THEORY. So, in fact ‘theory’ describes what happens in practice, and in practice retailers ‘position’ themselves differently. The problem is that it happens by default and not by design. Below is a simple approach to design your positioning;
You have to be in it to win it

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