Christmas shopping at LL Bean... and USP's.

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Living here in Maine, I do a fair amount of Christmas shopping at L.L. Bean.

For those who don't know the store, it's a provider of all things "outdoor-sy" like clothes, camping equipment, hunting, biking, etc...

But the most amazing thing about Beans is the USP they literally grew their business on.

I honestly feel it's the one thing that made them SO unique... it made more people flock to them than any other retail store in Maine.

When you buy ANYTHING at LL Bean... you can return it at anytime for your money back or exchange it for another of that same item... and it can be 20 years from the date of purchase, the item can be destroyed, and you don't even need your receipt. They will take care of you.

I brought my son's book bag back a few months ago... it had a small tear in it and they gave us a brand new one, free of charge.

When I was young, I'd buy sandals there and wear them for years, and bring them back for a new pair when they were worn out.

Again, they will exchange any of their products or give you your money back if you're not satisfied... now or 50 years from now.

It can be worn to shreds and they'll give you a new item, no charge.

THIS kind of USP and being different/unique is what sets truly great companies apart from the rest.

And it's something I've been working on more and more lately, as I get more experienced: finding the one HUGE uniqueness factor in my business and clients' businesses.

Let's face it, competition is stiff in almost all markets these days, so you REALLY have to be different and unique, in a GREAT way, if you're going to stand out from the pack.

When writing copy these days, I'll spend a day or two just on finding that one HUGE uniqueness factor, whereas in the past, I'd not give it as much time or thought.

LL Bean grew a multi-billion dollar company off their USP of "100% satisfaction guaranteed, anytime".

Yet a lot of online marketers I chat with, they don't even give their USP much thought.
#bean #christmas #shopping #usp
  • Cool, I love Beans, been buying duck boots there since forever. This is interesting: Zappos has a similar policy. You can order 8 pairs of shoes, try them all on and send back 7 pairs at their expense. A non marketer may think they are setting themselves to be ripped off.

    Here's the kicker. They actually WANT you to return stuff. Their research shows that people that return stuff a lot are their most active and lucrative customers. They spend much more each year than people that buy something and just wear it.
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    • Profile picture of the author Steve Hill
      Originally Posted by KingOfContentMarketing View Post

      They actually WANT you to return stuff. Their research shows that people that return stuff a lot are their most active and lucrative customers.
      That's half of the equation. The other half is how the customer is treated when they do return it. If it's a quick, pleasurable, hassle-free experience, then they'll be happy to order again.
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    • Profile picture of the author shawnlebrun
      Originally Posted by KingOfContentMarketing View Post

      Cool, I love Beans, been buying duck boots there since forever. This is interesting: Zappos has a similar policy. You can order 8 pairs of shoes, try them all on and send back 7 pairs at their expense. A non marketer may think they are setting themselves to be ripped off.

      Here's the kicker. They actually WANT you to return stuff. Their research shows that people that return stuff a lot are their most active and lucrative customers. They spend much more each year than people that buy something and just wear it.
      Joe, that's actually a REALLY good point.

      And it's one I often mention to clients.

      After someone buys something from you, send them a "welcome email" but more importantly, set it up so that it's a CONSUMPTION email.

      In other words, try to get them involved right away in what they purchased.

      We all know people who buy stuff, never use it, and ask for a refund.

      Well, by sending out consumption emails right after people order, and showing them how they can get the most out of what they ordered... this reminds me of what you mentioned above.

      Those who USE the products tend to be the best customers.

      And it was weird, right after I made this post yesterday... on TV last night was literally the first and only commercial I've EVER seen that was 100% entirely based on their satisfaction guarantee and return policy.

      They're still trumping it out as their USP... and I found it spooky it came on last night, hours after I had made this post.
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      • Originally Posted by shawnlebrun View Post

        They're still trumping it out as their USP... and I found it spooky it came on last night, hours after I had made this post.
        Cool, they should get some kind of reward for consistency. When I sold local radio, TV and internet, the advertisers were notorious for always wanting to change things. I always explained that the public takes a while to catch up with marketing. They were tired of it faster because they heard their own spot 1000 times.
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        Marketing is not a battle of products. It is a battle of perceptions.
        - Jack Trout
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      • Profile picture of the author max5ty
        Originally Posted by shawnlebrun View Post


        And it was weird, right after I made this post yesterday... on TV last night was literally the first and only commercial I've EVER seen that was 100% entirely based on their satisfaction guarantee and return policy.

        They're still trumping it out as their USP... and I found it spooky it came on last night, hours after I had made this post.
        Never underestimate who reads your posts Shawn

        Someone mentioned Zappos and I found this little damage control thing they did interesting.

        It's a good lesson in using negative publicity to your advantage.

        Kanye West taken down by Zappos' secret weapon: humor - latimes.com
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  • Profile picture of the author jessegilbert
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    yeah I agree...USP is important...the only thing is, it is hard to stand out with info products and have a usp other than 100% money back guaranteed...but maybe the trick is to promise specific results? come up with something really catchy and results based? BTW Thanks you just gave me an idea for my USP although it is for freeware.
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