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在美国,将“自选服务”艺术发挥得最淋漓尽致的零售商就是沃尔玛。萨姆·沃顿十分明白:如果你不提供服务,那么必须在其他方面做得更出色。五岁的时候,我听过这样一个笑话:一位农夫准备训练他的马吃越来越少的食物,因此他每天喂马时都减少一点儿青草,希望这样能帮助他的马渐渐节食。“但是我没想到马很快就真的什么也不吃了——它饿死了!”农夫向他的朋友感慨道。其实这是人们常常忽视的一个现象:积少成多,滴水穿石,最终导致事物从量变到质变。我想这也正是零售行业越来越明显的倾向:零售商不断减少自己的服务,以至于最后到了完全靠拼价格竞争的局面。
In the United States, the retailer that has the most “art of self-service” art is Wal-Mart. Sam Walton understands that if you do not provide services, you have to do better in other ways. At the age of five, I heard a joke that a farmer was prepared to train his horse to eat less and less food, so he reduced his grass a little while feeding horses every day, hoping it would help his horse to gradually diet. “But I did not think that the horse really did not eat anything very quickly - it was starving!” The farmer laments to his friend. In fact, this is a phenomenon that people often neglect: add up, dripping stone, eventually leading to things from quantitative change to qualitative change. I think this is also the tendency of the retail industry to become more and more obvious: Retailers are constantly reducing their services so that they eventually come to a complete price competition.