Chapter 12: Making the Customer Number One Summary and Analysis

Sam has one motto that he repeats frequently in the book and to anyone who will listen to him: Put the customer first and make sure they are satisfied. The secret to successful retailing is giving the customers what they want. If your store can provide what they need, including low prices, guaranteed satisfaction, and a wide assortment of goods, success is assured.

The reason that Wal-Mart has succeeded is that it offers a superior alternative to the stores of the past. Previously in small towns, there was a shop exclusively for meat, another for one type of good or another. The Wal-Mart concept with variety stores allowed people to come to one place to find a range of goods at low prices. The concept of the variety store changed drastically...