Em essência, de acordo com o Autor (e eu particularmente concordo totalmente), diferenciação pode ser definida como:
Diferenciação = Antecipação + Criatividade + Excelência.
Ainda de acordo com o Autor, a diferenciação é obtida quando os três elementos são perseguidos com paixão.
Abaixo trechos do recente artigo, ilustrando os exemplos dos varejistas Zara e Wegmans:
- Forbes Magazine recently recapped the successful Zara business model. A team of designers and product managers in Spain oversee design, sourcing and production of specific apparel categories. These individuals monitor closely the sales process of each apparel collection -- from the time the merchandise reaches the stores to the real time customer response. Zara utilizes accelerated deployment models, produces locally to the market where appropriate, and can replenish goods in the stores in as little as two weeks. The company does not advertise its products to consumers. It relies on understanding customer needs, word of mouth, and the ability to adjust quickly when sales are not growing.
- According to a just published article in the Philadelphia Business Journal, it is easier to get into Harvard University than to get a job at a new Wegmans grocery store. (2) Wegmans invests in employees and is fanatical in building positive customer experiences. The retailer is one of only 13 companies that has consistently appeared in Fortune Magazine "100 Best Companies to Work For." Wegmans has been a top 10 place to work for in USA during the last 11 consecutive years. "Our employees are the number one reason our customers shop at Wegmans," says CEO Danny Wegman. "I'm convinced there is only one path to great customer service, and that is through employees who feel they are cared about and empowered."
Bruno Calaça
Editor Blog Store Performance Brasil
