Simplify Simplify Simplify


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Or would it be simpler to say just “Simplify.”

One could argue that Walmart is in something of a streamlining mode, not necessarily represented (though I like to think it is representative) by dehyphenating its retail name from Wal-Mart. (Side note: “The [new] name doesn’t have the military-looking feel to it,” Joseph Feldman, retail analyst at Telsey Advisory Group in New York, told The Columbus (Ohio) Dispatch.)

No, I’m talking about Walmart recently introducing a flat fee for shipping health and beauty products purchased from its website—97 cents. Straightforward—one price, easily calculated, freeing customers from one additional detail that could distract them from concentrating on product selection. This isn’t an earth-shattering bit of marketing; it’s not a profound example of facilitating the customer experience. It’s a simple example. And that’s the point.

Republished with author's permission from original post.

Bill Brohaugh
As managing editor, Bill Brohaugh is responsible for the day-to-day management and editorial for the COLLOQUY magazine and, the most comprehensive loyalty marketing web site in the world. In addition to writing many of the feature articles, Bill develops the editorial calendar, hires and manages outside writers and researchers and oversees print and online production. He also contributes to COLLOQUY's weekly email Market Alert and the COLLOQUYTalk series of white papers.


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