Source: http://strategyonline.ca/wp/wp-content/uploads/2013/09/MEC5.jpg

MEC is a store that displays a sprawling selection of products of outdoor categories such as hiking, biking, etc… Currently, it has been re-positioning its focus and message of having an active lifestyle by segmenting each activity in store with a set of motivations and aspirations. I think that this is an effective method in appealing towards the customers because it has considered the different perspectives of many consumers in terms of how they view the products. In relation to the value Proposition canvas, these motivations are what will help the customer’s get the job done which is being healthy and feeling good about their lifestyle. I think the ability to not just showcase the products but also convince them the products is needed for them is definitely a great strategy because it positions the products in the consumer’s minds in the way that they should view it. It creates customer gains by helping them view it in a positive light rather than a negative light and gives them an inspiration to actually do the activity.

Therefore, the effect in improving its positioning of the products will be extremely large because it will potentially secure a strong customer base and help generate more revenue.

Source: http://strategyonline.ca/2013/09/19/mec-uses-consumer-motivations-to-inspire-a-rebrand