There's going to be a time when your biggest competitor has a good day. That's inevitable in business (or just in life). It would be easy to get discouraged, but there's a better way, and Target just demonstrated exactly how to respond to make the most of what could otherwise be a bad day.

Unless you've been disconnected from pretty much every source of digital media for the last few weeks, you know that today is the beginning of Amazon's two-day Prime Day sale. In case you need a refresher, that's the huge mid-summer sale with steep discounts that Amazon runs as an exclusive benefit for its Prime members

In fact, Prime Day has become one of the largest online sales of the year, rivaling Black Friday, with deals on everything from clothing to electronics to home goods. 

So, you could imagine that retailers like Target might get a little anxious. No one wants to let the competition have all the fun, and it would be easy to stress about how much attention Amazon was drawing to Prime Day. But, instead of fretting over the fact that Amazon was getting all of the thunder, Target responded perfectly with a sale of its own and three simple words.

"No membership required." 

That's because Amazon's Prime Day sale is only for those who fork over $119 a year to be a part of the company's exclusive Prime membership club. Want to save 50 percent on a Sony LED TV? No problem--if you're a member. 

Want to get an Echo smart speaker for basically half price? Absolutely, it'll just cost you an annual membership fee first. 

Target's deals, on the other hand, are available to anyone who shops its online store--no membership required.

Of course, there's also the fact that Target has, you know, physical stores that you can actually show up to and pick up the items you want without having to wait for UPS to bring them to your home. 

And it has same-day delivery with its Shipt service, meaning you don't even have to leave your home to get your hands on that brand-new gadget you had to have. 

Steal back the show.

So, in summary, Target managed to ride Amazon's publicity to generate some of its own, while at the same time pointing out the two biggest drawbacks to Prime Day--it's only available to members and you have to wait for items to be shipped. 

With just three words, Target positioned itself as the friendlier, more convenient option, and stole some of Amazon's thunder. 

That's brilliant. 

Target also just provided your business with a blueprint for how to take advantage and create a win out of your competitor's big day. There's a reason you spent all that time figuring out your unique selling proposition-- it's so you can position yourself against the big guy who wants to throw a big party. Use it. 

Editor's Note: An earlier version of this article wrote that an Amazon Prime membership is $129, and has since been corrected to reflect the accurate $119 membership price.

Published on: Jul 15, 2019
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