Moreover, buyers who base their purchasing decisions on price alone are often disloyal. This was the case with many early internet retailing experiments. But this is a rocky route to success, particularly at a time when there are firms prepared to sell (temporarily) at well below cost just to establish turnover. Its USP established it as the cheapest vendor (under certain prescribed conditions) of the items that it sold. John Lewis, a British department store, used to claim that it was “never knowingly undersold”. Uniqueness can be sought in a number of ways: Neither has a distinctive functional uniqueness, but each has a unique emotional association in the consumer's mind. He gives the example of the Ferrari car and the Rolex watch. Philip Kotler says that the difficulty firms have in creating functional uniqueness has made them “focus on having a unique emotional selling proposition (an ESP) instead of a USP”.

Uniqueness is rare, and coming up with a continuous stream of products with unique features is, in practice, extremely difficult.

Jay abraham unique selling proposition