Mediocrity beats unpredictability
Consistent shopping experience is central to sales
The holiday shopping season was a disaster for retailers large and small, led by Neiman Marcus, whose sales fell by 31 percent. Only a select few did better than the year before, including Walmart and Apple. To understand why, first, ask yourself: which is better—a store with lots of stuff, some of it great, some of not, or a store that delivers a consistent experience, even if it’s a mediocre one? The answer will surprise you—consistently mediocre firms do better than inconsistently amazing ones.