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Brand Autopsy: Being the Biggest, Not the Best


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"Skip to content Skip to navigation Skip to footer Brand Autopsy Home Services Presentations Blog Bio Books Search Form Archive Being the Biggest, Not the Best While reading Category Killers I started thinking how these retailers are not designed to become the best, they are; however, designed to become the biggest. The accumulation of market share is what these retailers are after and low prices is how they try to get it. Category Killers forgo trying to be the best retailer at customer intimacy or true product leadership for the discipline of being operationally efficient in order to bring low prices to the marketplace. Spector outlines the many tools category killers attempt to maintain profits by being operationally efficient given dwindling margins in the hyper-competitive big box retailing game. The tools these retailers use include price optimization software (to better understand consumer buying patterns), self service checkout lanes (to improve a retailer’s labor efficiency and reduce shoplifting), and radio-frequency identification technology (to maximize ‘just-in-time’ inventory controls). Sp"
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