#RetailRelevancy Excerpt #5

Price is NOT a Competitive Advantage

When Steve Jobs launched the iPhone, his goal was to make a device “way smarter than any mobile device has ever been and stupidly easy to use.” This is the state of retail today. While shopping for goods and services doesn’t seem that cumbersome, it’s a huge time suck and the gamification mostly based around perceived differences in price add needless complexity into the process.

(Snippets from the upcoming book, Retail Relevancy, by John Andrews and Ted Rubin)