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.
