Why do business people copy each other? One person copying a leader might by okay but the sixth or seventh to market with innovation copying a well established offering does not make sense. Take petrol. Who pays the pump price any more? If you do, you are either nuts or buying from an independent outlet where they don’t use cents off or other cons to make you think you are getting a good deal. No, the smart independents are giving you a good deal from the outset. This is where, in my view, the Safeway, Coles and other similar petrol offerings are a con. The discount is no longer real. It’s permanent and must therefore be built into their price.
Small independent businesses can be smart here. Don’t copy the big boys in the discounting and loyalty stakes. Entice more business with genuine offers which run for a limited time.