The Power of Choice
Tuesday, June 17th, 2008The theme of several blogs recently has been focusing on the amount of choices we have to make daily. As overwhelming as that can be, I think it’s great that we have the power of choice in this country. From being able to peacefully choose who will next run this nation, down to which cereal we eat in the morning. For the consumer, the power of choice can move mountains, but what then keeps a consumer coming back to the same choice? For me, it’s consistency.
It’s the consistency in the product and the people that represent it. Often the same product, with a different label, but the same ingredients, can cost twice the price. Why as a consumer should I spend twice the price? Perhaps it’s the quality of the overall package, the salesperson or the convenience of where the product is located - if it’s in the store down the street or a subway ride away.
What brought me to think about this blog today? It came from buying groceries. I have three grocery stores by my apartment, all within a 4-10 minute walk, not to mention the dozens of convenience stores in between. The closest store is the most expensive, but I go there often for small things, like milk and juice, for convenience. But, where I go for big expeditions is the furthest store, Whole Foods. It’s not the least expensive, but the quality and consistency of the food is always the best and what really wins me over is the staff. Whoever does the hiring at Whole Foods, I think, deserves an award. They are always friendly, knowledgeable and go the extra mile to ensure you have what you need and they do it with a smile - every single time! a full package that seems to be harder and harder to find in today’s world of choice!
-Alex Young, vice president and associate publisher
