How “One Size Fits All” and “The One Stop Shop” Are Poisoning The Marketplace
It’s common knowledge that you can’t please everyone, though it’s a tendency for producers and distributors to try with everything that they have. This is adverse to the consumers and end users ability and liberty to choose in many cases. This comes about in two extremes with respect to the number of choices that the individual has. Big business requires constant and consistent growth to prevent the stockholders from selling shares. The problem is addressed by taking on a more generalized demographic with their products and/or distribution centers. This results in lack of choice with the former and overwhelming numbers of choices in the latter. Smithian competition can result in a big winner when taken out of context and anti-competitive behaviors ensue.
“One Size Fits All”:
A product can be marketed to the general public as a whole. This of course decreases the number of choices however it requires more explanation to show just how dubious the model can be. A good product is really nothing to complain about however they can be too good to be true considering that one can pay for options that they will never use, may not even be able to get options that they would frequently use or may have to use more than one product to compensate for their inadequacies. This plays out without much notice due to the designing of experiences. It begins with partnering and marketing those partnerships as an experience. It’s the general use experience, that is closely regulated to preserve the partnerships. This is a delicate system that unwittingly removes the control of the experience from the consumer. This is not only the selling of a product but also the usage of a product. This doesn’t just occur with consumer electronics. It also occurs with some of the products, across the board including essentials such as food and clothing. It also occurs in the copying of successes which only gives the illusion of choice. Another illusion of choice is brought about with psychological marketing. I would get into it however it would be best heard from qualified professionals; so I’ll suggest that you seek that out through your own trusted sources.
“The One Stop Shop”:
In trying to have something for everyone, a shopping center can inundate a consumer with a variety that can be confusing. It’s essentially the aggregation of the hierarchical framework that people think within that blurs the choices in front of them. It doesn’t help at all that some of the choices are mere illusions of choices. It’s not such a problem when brand loyalty is a deciding factor or if there is an existing choice pattern however when a product is discontinued or there is will for something new it can be daunting. Both instances are common enough that the problem is generally evident.
The problem seems to be rooted in growth based models. Growth requires gaining new patrons. The consolidation of demographics is leading to a negative experience. Shopping centers have become crowded, lonely and confusing places where even violence erupts in the most inopportune of times. Herding the masses into a single house of illusions is making everyone feel out of place. With the passing of the mom and pop shops over price points a little piece of us all has gone. How can we celebrate our diversity if it is not afforded to us by our environment? What an experience!