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After the Average - The New Science of Retail
For two centuries, retail thrived by treating every customer the same. Uniformity was efficiency; efficiency was progress. That era is over. Kosta Du traces the collapse of the standardised model - the phlogiston theory of modern commerce - and the rise of something stranger and more powerful in its place. The most successful retailers of the next decade will not scale sameness; they will scale difference.
They will build data infrastructures, deploy artificial intelligence, and adapt to each individual in real time. From the luxury carmakers of Munich to the fast-fashion cathedrals of Galicia, from the warehouse algorithms of Seattle to the neighbourhood bakeries of Paris, the evidence is mounting: the average customer is an obsolete concept. Only fifteen per cent of retail investment today lands effectively.
The other eighty-five per cent is waste - not by accident, but by doctrine. After the Average is a clear-eyed account of the transformation already underway, and a practical guide for anyone preparing to compete in the retail economy that is taking its place.
They will build data infrastructures, deploy artificial intelligence, and adapt to each individual in real time. From the luxury carmakers of Munich to the fast-fashion cathedrals of Galicia, from the warehouse algorithms of Seattle to the neighbourhood bakeries of Paris, the evidence is mounting: the average customer is an obsolete concept. Only fifteen per cent of retail investment today lands effectively.
The other eighty-five per cent is waste - not by accident, but by doctrine. After the Average is a clear-eyed account of the transformation already underway, and a practical guide for anyone preparing to compete in the retail economy that is taking its place.
