Gartner Research

How to Further Develop Your Positioning to Win Deals in Retail

Published: 29 March 2019

ID: G00385241

Analyst(s): Hanna Karki


Retail technology buyers are hyperfocused on delivering a modern consumer experience. Tech CEOs 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



  • Use Positioning Basics to Get Started
  • Specify Your Ideal Customer
  • Define How Your Offering Impacts the Consumer Experience
  • Use Differentiation to Stand Out in Crowded Competitive Landscape
  • How to Position When There Is No Immediate or Apparent Category
  • Use Vertical Strategy Framework to Clarify Positioning in Retail Subvertical
  • Include Retail Digital Business Strategy and Ecosystem Considerations
  • Define How Many Positioning Statements Are Needed for Retail
  • Revisit Positioning When Something Changes
  • Conclusion

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