Good things happen when you contract rather than expand your business. Most retail category killers follow the same five-step pattern. Narrow the focus. A powerful branding program always starts by contracting the category, not expanding it. Stock in depth. A typical Toys “R” Us store carries 10,000 toys versus 3,000 toys for a large department store. Buy cheap. Toys “R” Us makes its money buying toys, not selling toys. Sell cheap. When you can buy cheap, you can sell cheap and still maintain good margins. Dominate the category. The ultimate objective of any branding program is to dominate a
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