[quote name=‘mrfoameruk’]My biggest seller on my site is something that is only held by a few retailers in th uk. A third of what we sell is this one item. We sell other stuff that everyone else sells and that sells constantly at a low volume but it’s this one product that sells all the time because of it’s USP. CS cart need a USP[/QUOTE]
The problem is that it is difficult to carve out and maintain the USP.
In his book, Reeves identified three core principles to USP (emphasis mine):
- Each advertisement must make a proposition to the consumer. Not just words, not just product puffery, not just show-window advertising. Each advertisement must say to each reader: “Buy this product, and you will get this specific benefit.”
The proposition must be one that the competition either cannot, or does not, offer. It must be uniqueâ€”either a uniqueness of the brand or a claim not otherwise made in that particular field of advertising.
- The proposition must be so strong that it can move the mass millions, i.e., pull over new customers to your product.[/QUOTE]
Item 2 is unlikely to prevail since (as you pointed out) other carts are constantly improving. I have a hard time seeing CS-Cart going after another cart developer alleging copyright violations.
Item 3 is the big problem. Your unique feature appeals to a niche, not the broad market.
I am not suggesting that they should not try to incorporate specialized features, it’s just that I think their USP has been the combination of the features offered at a very reasonable price point. I don’t believe a specialty add-on is going to be incorporated into the cart and, if it is, I suspect a substantial increase in the cart price.