Pay Less.” The “expect more” is what the company emphasizes in its store layout, customer service, product selection, and brand identity. Target is jokingly referred to as Targét.Walmart provides everyday items for the household at low prices.Now, established brands with a broad product offering focus on what makes them unique: The phrase has transitioned from a brilliant tagline into a cliché, and that’s why you should avoid using “one stop shop” with your brand. Generalists in every industry - printing, marketing, electronics, legal, distribution, you name it - have used it. The catchiness of the phrase propelled one stop shop into pop culture. It was so good that the tagline outlived the business.
The service offering was unique, and the phrase summed it up perfectly, and the alliteration of one stop shop made the phrase fun to say and easy to remember. Bringing parts and services together in one business at one location was a paradigm shift in the automotive industry in the 1920s and 30s, and it created a huge value proposition for customers.ĭescribing the company as a “one stop shop” was a brilliant tagline during that time that accurately contributed value to the brand image. If a customer needed to fix his car he’d have to visit two or more stores.
Auto parts, auto repairs, and auto sales were separate businesses. At the time the business model was unique. The phrase originated in the late 1920s as a positioning strategy for an automotive repair store. “One stop shop” is a shorthand to describe a broad service offering. Do your brand a favor and eliminate the phrase from your vocabulary. It’s a cliché and a terrible way to describe your brand image. “One stop shop” is not a value proposition.
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