The term “Foollowing is the combination or two common
words: “Fool” and “Following”. It primary usage is to refer to
dumb things companies do just because their competitor
Consider the practice of doubling consumer coupons.
Kroger, Hollywood Markets, and Spartan Stores doubled
coupons in the Detroit area throughout the 80s and 90s.
None of these grocers like doing it – but none wanted to be
the first to stop the practice. Nobody remembers who
started this practice but they agree there will be a consumer
revolt when someone is first to stop it.
However Walmart Super Centers did not practice following
when they entered the Detroit market. Instead they relied
successfully on their image of no-gimmick low prices. By not
foollowing they escaped the unknown impact of
There are plenty of other examples.in the business world.
When Kmart saw the success of the dollar store they
decided to foollow the concept by adding dollar sections to
many of their larger stores. However the failed to fully
capture the spirit of the greenback pricing. Customers did
not relate to the consistency of a planogram driven area as
opposed to the spontaneity of one-time offerings that dollar
consumers enjoyed. On the other hand, Target did not
engage in foollowing. They took the concept and went
entirely with special one-time purchases. Their dollar
sections were highly successful while the dollar aisle at
Kmart lived a short life.
Use this term for developing skills in these areas:
A Bizerm™ is a new business term combining two
descriptive words into a single word or phrase whose
definition is often only known by those using it. To
see more terminology in the workplace, click here.
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