Preface: Who Is #1?
As you read the second edition of Inside the Mind of the Shopper, consider the various players at retail: shoppers, retailers, brand suppliers, and other supporting businesses. Ask yourself, out of these players, who is the top dog? Who is the most important? Who is #1? The answer(s) to that question will provide insight necessary for understanding many of the concepts we discuss in Inside the Mind of the Shopper.
First of all, #1 is a coveted position in most human endeavors. Clearly, in the world of retail, Walmart is #1, approaching a half trillion in annual sales. Costco is #2, with about a quarter of the sales volume of Walmart. You might consider Amazon a distant competitor, but their outsized annual growth makes clear ...
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