Gartner Research

How to Further Develop Your Positioning to Win Deals in Retail

Published: 29 March 2019

ID: G00385241

Analyst(s): Hanna Karki

Summary

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

Introduction

Analysis

  • 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

Gartner Recommended Reading

©2020 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.