Retail Strategies & Tactics
||Sep 15, 2008
Presentation at the Retail Pro User Conference in San Diego, CA.
In economies of abundance it is all about shopping for experience & excitement. You may not be able to own a category but you can own an experience that will excite your customers.
So even if you are not alone playing the game and big box retailers, large discount chains, the internet, catalog companies, and soon interactive TV are too crowding the field, you can play a much better game by focusing on what you know will make you a winner. Not price, it would be a race to the bottom and you would lose the game, anyway. Rather, excite your customers with better service, better product, better/hotter assortments, better ambiance, better customer education, better gathering place, better ongoing relationship with your customer and a lot more.
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