What every lawyer can learn from Coolblue’s positioning

Coolblue is hot! Not long ago started as a student company, now a successful cross-channel retailer commanding nationwide respect. The company has a large number of ‘brands’ such as laptopshop.nl, gpsshop.nl, or bbqcenter.nl and is thus one of the largest online sellers in the Netherlands.

A company that has been widely copied but never properly imitated. Step by step, they have built something special. With ironclad processes in logistics, a scalable IT foundation, and obsessive customer friendliness. Combined with an innovative store concept, specialized product management, and efficient content marketing, this has led to success. And what every advocate of Coolblue’s positioning can learn, we explain in this article.

Coolblue Positioning

Coolblue believes in knowledge, focus, and above all specialization. And these are not empty promises; they embody them every day. They are not always the cheapest, nor do they need to be. They consciously do not participate in the well-known ‘race to the bottom’ and believe that price, unlike retailers such as BCC and Mediamarkt, does not have to be the most important buying argument. What can the legal profession learn from this?

Little difference between purchasing legal knowledge and a vacuum cleaner

That sounds strange, but let’s compare a few things. When you buy a TV, you want someone to tell you more than you already know, right? The same applies to legal advice. When you buy a vacuum cleaner, you expect a reliable, transparent supplier who keeps their promises. The same applies to legal advice. Coolblue shares, shares, and shares information. On their website, you can find practically everything you want to know, from comparisons to detailed specifications and from customer reviews to videos from their product specialists. Coolblue is thus a valuable source of information; they create so much useful content that they can almost be seen as a ‘publisher.’ Why do we see so little of this in the legal profession? Isn’t that also an industry characterized by knowledge, focus, and above all specialization?

Positioning as a true specialist

Besides Ferdinand, there are many other product specialists active within Coolblue. For example, there is Jorieke for cameras, Heleen for kitchen appliances, and Roel for pressure washers. So every product group has a specialist with a face, and that builds trust.

Are you the trendsetter in the legal profession?

How does that look in the legal profession? Here and there, you can find some videos on platforms like YouTube. Of course, there are diligent lawyers who publish and thus embody focus, knowledge, and specialization. But the Coolblue positioning of the full-service firms, where knowledge sharing is in the DNA, we really could not find. Where is the undisputed ‘Copyright product specialist’ or the ‘Financial Litigation product specialist’ who shares content weekly, informs people, and thereby cultivates authenticity, trust, and authority?

We firmly believe that a Coolblue business model would perfectly fit this sector, simply because the values knowledge, focus, and specialization are perfectly transferable. We firmly believe that such a Coolblue law firm would be a great success. Who will be the trendsetter and get started?

Want to know more about positioning and how you can get started yourself? Read our page positioning and find there, besides in-depth articles, also dozens of examples and models for every possible positioning challenge.