Boutique versus Big Box
So how does a company like Lawson compete against the BigCo ERP vendors?
The short answer: in the same way that a Boutique retailer competes against a Big Box retailer.
Big Box retailers deal in volume and price. They build large outlets and even larger websites. They sell a wide variety of merchandise in one physical or virtual location. They have mass appeal, huge selection, and market leading prices. They market themselves broadly; everyone knows who they are. (By the way, some of the best known Big Box retailers are Lawson customers).
Boutique vendors, on the other hand, focus more on service than price. Part of their service is to select high quality merchandise that precisely meets the needs of their clientele. Their service also includes customer intimacy – they know their customers well and can anticipate their needs. Boutiques don’t market themselves widely – they know where their customers are and how to reach them. And they make themselves readily available to their customers. (By the way, some of the most highly regarded boutiques are also Lawson retail customers).
Obviously, we’re comparing ourselves to the Boutique vendors. We’re certainly striving to offer the same level of service and customer intimacy that the Boutiques do. We believe in listening rather than telling. We seek to serve rather than dominate.
In one regard, however, the Boutique versus Big Box analogy breaks down when compared to Lawson. It typically costs more to buy from a Boutique than from a Big Box. That’s not true with Lawson. In fact, several studies suggest that we’re a leader – perhaps the leader – in total cost of ownership.
So if you want good service and good cost of ownership, we’re the choice. It makes you wonder – how can the BigCo vendors compete against us?
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