The Shopping Race
As we look to 2018, I am becoming more and more convinced that the secret for companies to survive the retailapocalypse will be for them to advance beyond the four traditional economic moat factors (i.e., low-cost producer,
intangible assets, switching costs, network effect) to the experience moat. For as Amazon continues to innovate and
push the edges of the consumer value frontier in terms of pricing, convenience, and variety of choice, companies are
discovering they can no longer compete on just a functional value proposition. As Seth Godin observed in his daily
blog on November 24: "The buying race is over. Amazon won. The shopping race, though, the struggle to create
experiences that are worth paying for, that's just beginning" (sethgodin.typepad.com). And I can't wait to share more of
my thoughts on this in the research report I'm busy writing for our upcoming marketing trip to Montreal and Toronto:
Secrets of the Amazon: Experience Is the New Moat.
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