Are you good enough?

Retailers have traditionally thrived by making choices. Some retailers would offer low prices, others great service, others huge range. Successful retailers made trade-offs in a way that both delivered great customer satisfaction and created successful businesses.

No-one going to Aldi expected choice or service; but they did expect the lowest possible prices. By contrast, shoppers at Albert Heijn were willing to pay a little extra in order to have a pleasant store environment and access to products and expertise not available elsewhere. But shoppers are changing, and the winning retailers are recognising this. Increasingly shoppers want it all. In the ‘mature markets’ of Western Europe and North America, shoppers are refusing to accept the traditional trade-offs…