On average, you’re out of business

Excellent article after we’ve seen Sainbury’s results today following Tesco’s dismal performance over the last months. More evidence that the one size fits all model is pushing up the daisies. A win for the shopper who is now clearly in the driving seat determining when, where and how they shop.

Steve Dennis

Walk through most shopping malls today and much of what you’ll encounter looks pretty similar. Average products for average people. Undifferentiated sale banners screaming at us from storefront windows. Copy cat promotional signs atop virtually identical racks. A sea of sameness.

Go online and not much is different. Navigation and shopping carts across most websites feel quite familiar. Take the logo off the site and you’d be hard-pressed to identify the brand. In our quest to improve conversion and cart abandonment rates we most often choose what we know works–the “best in breed.”

Our physical and virtual mailboxes are chock-a-block with one-size-fits-all marketing messages employing tried and true, but mostly tired, techniques. And much of it touts discount, not relevance.

When we’re afraid to take risks, when we seek efficient rather than remarkable, when we mostly mimic known best practices, our tendency is to regress toward the mean. And slowly but…

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