Adam Blair, Executive Editor, Retail TouchPoints
Through a special arrangement, presented here for discussion is a summary of a current article from the Retail TouchPoints website.
The very nature of a successful startup is that it offers something different from the status quo. That difference can be in the products it makes, the technology it uses — even the way it advertises and sells a boring commodity item. The cheeky advertising campaigns used to promote Dollar Shave Club were a big factor in Unilever’s billion dollar acquisition.
But the very things that made the company attractive to bidders can be crushed by corporate conformity. It’s a particular problem in the retail industry, where brands operate very much in the public eye, and where customer loyalty can hinge upon the startup company’s sometimes expensive commitment to customer care, or its offbeat sense of humor.
Walmart’s acquisition of…