Smarter Pricing: How to capture more value in your market

6. Expertise

Many low-cost operations fund their competitiveness by stripping out personal guidance to customers. Turn this to advantage when facing value players and highlight the level of support available.

How it works

In the UK, certain retailers stand out above others for their service and particularly, the knowledge levels or expertise of their staff. One of these is Waitrose, growing profitably in one of the world’s most competitive grocery markets. Leaders Tesco and Asda rival each other in price claims, and low-end operators like Lidl, Kwiksave and Aldi come in below them. Yet upmarket Waitrose goes from strength to strength. The secret? Waitrose combines the convenience of a supermarket with the expertise and service of a specialist ...