Gartner Research

How to Develop Your Positioning to Win Deals in Retail

Published: 31 August 2017

ID: G00334899

Analyst(s): Molly Beams


Retail technology buyers are hyperfocused on delivering a modern consumer experience. Technology product marketing leaders should position their offerings by demonstrating how they will enable retailers to deliver a unified commerce experience for their customers.

Table Of Contents
  • Key Challenges


  • Key Elements of Effective Positioning


  • Use Retail Industry Dynamics to Profile Your Ideal Target Markets
    • Segment the Market Beyond Traditional Firmographics
    • Who Your Offering Is For
  • Define the Retailer's Business Needs in Terms of the Consumer Experience
    • How Your Offering Impacts the Consumer Experience
  • Improve Positioning to Differentiate Your Retail Offering in an Increasingly Crowded Competitive Landscape
    • Competing Against the "Do Nothing" Option
    • Competing Against Alternative Technologies
    • Competing Against Other IT Projects in the Queue
    • Your Offering


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