8. Personalization, customer insight
The discount model piles it high, sells it cheap and often operates with high levels of automation and low staffing support. It is a standard model that offers little personal treatment. Consequently, relevant and personalized information can defeat lower prices.
How it works
The UK grocery retailer, Waitrose, has a section on its website listing recipes of all types and extends this service with a personalization option – customers are able to create their own folder of ‘My favourite recipes’, saving recipes for easy subsequent access.
A business example comes from the renal division of Baxter UK. Writing in Sloan Management Review, Sandra Vandermerwe (2000) describes how the company sold disposable bags ...
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