Canadian Beef - Quality that Inspires Confidence

The Customer Value Offer

The department and the store have a competitive positioning strategy – such as to be best in price, best in service or to have the best products. The Customer Value Offer is how that strategy is delivered in every customer interaction.

It’s not enough that the store and department managers understand the competitive positioning strategy – staff must understand it as well, and be trained to deliver on it. Your department may have the best prices or the best products, but customers may not notice if it isn’t brought to their attention. It almost goes without saying that if your competitive position is to be best in service, your staff must be trained to provide exemplary customer service.

Here are some examples of how the Customer Value Offer may be delivered:

Best Prices

Ensure displays of specially priced items are always stocked and neatly displayed.
Have staff ask customers if they’ve heard about the sale priced items.
Provide recipes for budget meals, such as the Beef Information Centre’s Ground Beef: Canada’s Favourite Meat or Slow Simmer Pot Roast recipe booklets.
Cross-merchandise items for the budget-conscious shopper, such as placing freezer bags next to family packs of meat.
Ensure proper signage with large fonts are in front of product (no tattered or “well used” signage, refresh if not in optimum condition)

Best Products

Ensure products are neatly and tastefully displayed.
Train staff about products, including cooking methods.
Have staff make recommendations for meal solutions. Identify what the customer needs by asking and watching what they have in their baskets.
Provide recipes for gourmet meals, such as the Beef Information Centre’s Perfect Roast Beef or Make It Beef – Best Beef on the Grill booklets.
Cross-merchandise meal ideas, such as steak rubs and pre-cut vegetables.

Best Service

Ensure staff members are readily available to customers.
Greet customers when they enter the department or when you pass them in the store. A greeting can be a friendly look, a smile and a quick hello.
Ensure staff are fully informed about products, specials etc.
Encourage staff to proactively approach customers with information about specials, products, and meal solutions.
Provide recipes with an emphasis on convenience, such as the Beef Information Centre’s Dinner Made Easy and Canadian Beef Simple Suppers booklets.
Display products by cooking method to make the customer’s shopping experience easier. Also cross-merchandise products such as taco seasoning with the ground beef or cabbage with the corned beef.