The Question Facing Retailers: To Substitute or Not to Substitute?
Picture the scene: You’re walking up and down the aisles of your supermarket, making a beeline for the first item on your list. Your usual brand isn’t there. Out of stock.
Substitutions in general are one of those underdiscussed nuisances in the consumer world. We don’t spend too much time thinking about them between deliveries, but at that moment of arrival, the replacements put forward can often be a source of annoyance and frustration. Stories of sending green peppercorns instead of green peppers aren’t uncommon, and one weird and wacky replacement I once received was “ice fragrance” deodorant instead of a bag of frozen ice cubes.
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