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Ever wondered how you can make your shop or market stall that showstopper? It’s all about the KANO effect.

What on Earth is the KANO Effect?

Let’s start with the basics. The KANO effect is an amazing tool for making your products irresistible to customers. It’s all about understanding what makes people love what they buy. Break down what you sell into three simple categories: Basic, Performance, and Delight.

1. Basic Attributes

You’ve got to cover the basics. Think of Basic Attributes as the essential ingredients in a recipe. If you’re selling handmade wooden gifts (like GoYourOwnWay), the basics would be sturdy construction, smooth finish, and maybe a touch of varnish to bring out the wood’s natural beauty. If you’re an artist (like Diane Hunter), your prints need to be clear, the colours vivid, and the paper top-notch.

Basic Attributes are the must-haves. If these aren’t in place, customers will walk away. But don’t worry, these don’t have to be fancy. They just need to do the job right. It’s like going to a café, you expect the coffee to be hot and the seats to be comfy. Nothing fancy, just what’s expected.

2. Performance Attributes

Performance Attributes are where you start to stand out. These are the features that make your products better than others. For our wooden gift seller, this could be unique designs or customisable options. Maybe you use sustainably sourced wood, adding an eco-friendly angle that customers love.

For the artist, Performance Attributes could be offering different sizes of prints or using archival-quality inks that won’t fade over time. The key here is that these features directly impact how happy your customers are. The better you perform on these fronts, the happier your customers will be. It’s like upgrading your café experience with faster Wi-Fi and a selection of gourmet teas. Customers notice, and they appreciate it.

3. Delight Attributes

Here’s where the magic happens. Delight Attributes are those little extras that make customers go “Wow!” They aren’t expected, but they’re loved. It’s the difference between a good experience and an unforgettable one.

For the wooden gift seller, this could be offering free gift wrapping with a personal touch – maybe a handwritten note or a small, unexpected bonus item. For the artist, it could be including a behind-the-scenes story of how the artwork was created or offering limited-edition prints that come with a certificate of authenticity.

Delight Attributes make your customers feel special and valued. It’s like getting a free biscuit with your coffee – you didn’t expect it, but it sure made your day a little brighter.

Bringing the KANO Effect to Your Market Stall

Now that you’ve got the lowdown on the KANO effect, let’s talk implementation. Here are a few tips to get you started:

  • Know Your Basics: Ensure that all the essential qualities of your products are top-notch. No cutting corners here!
  • Boost Your Performance: Look at what your competitors are doing and find ways to do it better. Whether it’s the quality of materials, customer service, or unique features, make sure you’re a cut above.
  • Delight Your Customers: Think about small, thoughtful extras that could surprise and delight your customers. It doesn’t have to be expensive – it just needs to be meaningful.

Real-Life Success Stories

Still not convinced? Let’s take a peek at some real-life examples. Emma Bridgewater started with simple but beautifully made pottery that had top-notch basics. She then added performance attributes like customisation, allowing customers to personalise their pottery. And for the delight factor? Limited edition designs that fans go wild for. Now, her brand is a household name.

Or take the story of Kath Kidston. Starting with vintage fabric and wallpaper, she ensured every product was high-quality (basic). Then she introduced unique prints and designs (performance). Finally, her delightful in-store experiences and limited edition items created a loyal customer base that loves to be surprised.

Ready to KANO Your Market Stall?

Adopting the KANO effect might just be the sprinkle of magic dust you need to transform your market stall from ordinary to extraordinary. So, get cracking, get creative, and most importantly, have fun with it! Remember, it’s all about making your customers’ experience unforgettable.

And hey, if you need a helping hand, TEGretail is here for you. Whether it’s tips, support, or a friendly chat, we’ve got your back. Sign up for our events, join our community, and let’s make your market stall the talk of the town!

Keep shining, and happy selling!

As a Community interest Company we’re always on the hunt for sponsors, mentors and supporters with amazing, brilliant and great retail experience. If this is you, or someone you know we’d love to hear from you.