Pay-Less Shoes Has a Great Unique Selling Proposition (USP)
Pay-Less Shoes – “Doesn’t it feel good to pay less?”
This unique selling proposition illustrates how even a company name can support the USP and its business strategy, which in this case is to offer shoes at a discount to the consumer.
This is a low price or discount price USP promise, and it taps into the sensory feeling of comfortable shoes and the intellectual satisfaction of getting a “good deal” by paying less.
Two birds with one stone – natural believability.
The branding for payless has become so strong that immigrants returning to their home countries in South America would bring boxes of shoes back home, and paved the way for Payless to start over 200 stores in Latin America.
