My positioning

Review your (online and offline) communication and obtain some useful tips by completing this questionnaire!
This analysis will help you assess the relevance and clarity of your positioning. In other words, your place in the market, your specificities, your range, your relationship with the competition, etc. What’s in it for you? Tips on how to capture customers, ideas on how to stand out and tools to preserve your brand image over time.

Advice: be honest and transparent in your answers, this will enable you to obtain the best advice adapted to YOUR situation.

Number of questions: 11
Approximate time required: 2 to 4 minutes

1. Is your business a Horeca?
2. Before we talk about your positioning, let's look at your target audience. Can you define it?
3. Is the clientele you are targeting the one that shops in your business?
4. Do you know your competitors: their range, their pricing policy, their characteristics regarding customer welcome?
5. Do you know your competitive advantage?
6. When you created your business, did you define a positioning (possibly in a business plan)?
7. Would you say that the image that customers have of your store and the reality of what they find there (products, customer reception, layout, etc.) are consistent?
8. Are the products (or services) you offer all aligned with the positioning you have defined?
9. Are you able to define the range of your business?
10. Are you able to define your pricing policy?
11. Do you regularly survey your customers' satisfaction?
12. My information

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Thinking that your business is for everyone is like shooting without aiming: the chance of catching your prey is slim. Defining your core target will allow you to be more efficient in attracting customers and maintaining your special relationship with them.

A customer file will be very useful for answering this question. If you don’t have one yet, you can either start with the feeling you have of your clientele or, to be more precise, spend a week building up a small client file. In practical terms, from Monday to Sunday, record the details of each purchase in a notebook or spreadsheet:

  • time and day of visit
  • description of the client (gender, age, etc.)
  • description of the purchase
  • receipt amount

After one week, you will already be able to draw interesting conclusions about your clientele.

Your competitive advantage is the product or service, or the way you welcome the customer, or the layout that clearly distinguishes you from your competitors and makes people think of you specifically because of this.

For example, you sell vintage trainers and you are the only retailer in Belgium for one of the brands. Or you may have a hairdressing salon with a special area for cutting children’s hair. Also consider subscription systems that allow you to capture a share of the clientele for yourself.

Positioning is the place you want your business or establishment to have in relation to your competitors in the minds of consumers. Positioning refers to the level of the range you offer, the prices you offer, the target audience(s) you are aiming at, but also the tone of your communication, etc.

Before launching your business, have you definitely thought about the image you would like customers to have of your business: a delicatessen with ultra-exclusive products? or the general food store on the corner, accessible to everyone but in an organic version? or the food store for people in a hurry who are ready to spend more money to save time in the kitchen?

To help you understand: you run a cheese shop with carefully selected products. As your customers ask for bread you organise a delivery, but the bread is of poor quality and does not reflect the quality of your choice of dairy. While you sell bread as a service to your customers, this additional offer could harm your core business by blurring your positioning.

We generally distinguish three types of range, based essentially on the price and quality of the products: entry-level, mid-range, high-end.

The pricing policy is simply the prices!

merchant holds a bag after purchase customer positioning trade brussels