Скачать или смотреть Underdog Thinking | #06 | Shopping in Waitrose for the toilets

Why do some brands win customers without doing the obvious?

My wife goes to Waitrose for the toilets. Yes I’m sure she shops in Waitrose for the wonderful brand, elevated social status and because they give out a free coffee.

But the real reason she goes to Waitrose is because the toilets don’t stink of piss, and all the tiles are on the wall. Simple pleasures.

And it's defo not one of the points you’d find in the strategy deck from an over-priced management consultant at Deloitte.

The UK supermarket category is one of the most hotly contested categories in the world. So you’ll no doubt find a gazzilion graphs and ‘insights’ from those profound management consultants, because there’s millions to be made in fees.

But the state of the toilets will account for exactly zero slides in the presentation, because it doesn’t sound clever, profound and doesn't massage their ego.

So if you’re a retailer, destination or a corner shop. Before you blow any more money on your advertising, clean your toilets.

Underdog brands need Underdog thinking.

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