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Retail Evolution: Why marketing to the middle doesn’t work anymore

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Modern retail has long been guided by a powerful premise: the bigger, the better. Big was better for retailers because scale drove down unit cost and so raised return on investment (ROI).

It was also better for consumers, who gained access to greater assortment, better prices and convenient one-stop shopping. And big was better for suppliers, who benefited from greater shelf space to deploy brand and category portfolio strategies.

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