"a strategy of attracting customers"

"In other words, there is a core group of 13% who are only interested in a cheaper price – and don’t really care where they get it.
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Walmart focused on being the top choice of the 13%.
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Here’s the good news: this means that 87% of the marketplace remains in play for you -- even if you do not have the cheapest price.
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Here’s the better news: you don’t have to have the cheapest price to be a distinctive market leader… and, in fact, you shouldn’t!
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Second, however, the problem is – you may be asking the wrong question! Here’s what retailers should be asking in a hyper-competitive, globally interconnected marketplace:
.“Why would a customer choose to do business with us, as opposed to our competition?”  (… regardless of whether they are physical or online competitors!)
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The ONLY way you are going to win the battle is if you alter your approach from a policy of capturing customers and restricting their ability to showroom to a strategy of attracting customers by being so distinctive – by digging such a deep well – they do not have a desire to stray."

Trechos retirados de "Digging Wells or Building Fences" de Scott McKain.