"Foollowing"
The term “Foollowing is the combination or two common words: “Fool” and “Following”. It primary usage is to refer to dumb
things companies just because there competitor does.
Take for example the practice of doubling consumer coupons. Meijer, Kroger, Hollywood, and Spartan Stores have been doubling
coupons in the Detroit area for decades. None of these grocers like doing it – but none want to be the first to stop them. Nobody
remembers who actually started this practice but they agree there will be a consumer revolt when someone is first to stop it.
However Walmart Super Centers did not practice following when they entered the Detroit market. Instead they relied successfully
on their image of no-gimmick low prices. By not foollowing they escaped the unknown impact of manufacturer’s coupons.
There are plenty of other examples.in the business world. When Kmart saw the success of the dollar store they decided to
foollow the concept by adding dollar sections to many of their larger stores. However the failed to fully capture the spirit of the
greenback pricing. Customers did not relate to the consistency of a planogram driven area as opposed to the spontaneity of one-
time offerings that dollar consumers enjoyed. On the other hand, Target did not engage in foollowing. They took the concept and
went entirely with special one-time purchases. Their dollar sections were highly successful while the dollar aisle at Kmart lived a
short life.
Share your own new business term using Contact Us.
Return to the Business Terms? Home page.
The term “Foollowing is the combination or two common words: “Fool” and “Following”. It primary usage is to refer to dumb
things companies just because there competitor does.
Take for example the practice of doubling consumer coupons. Meijer, Kroger, Hollywood, and Spartan Stores have been doubling
coupons in the Detroit area for decades. None of these grocers like doing it – but none want to be the first to stop them. Nobody
remembers who actually started this practice but they agree there will be a consumer revolt when someone is first to stop it.
However Walmart Super Centers did not practice following when they entered the Detroit market. Instead they relied successfully
on their image of no-gimmick low prices. By not foollowing they escaped the unknown impact of manufacturer’s coupons.
There are plenty of other examples.in the business world. When Kmart saw the success of the dollar store they decided to
foollow the concept by adding dollar sections to many of their larger stores. However the failed to fully capture the spirit of the
greenback pricing. Customers did not relate to the consistency of a planogram driven area as opposed to the spontaneity of one-
time offerings that dollar consumers enjoyed. On the other hand, Target did not engage in foollowing. They took the concept and
went entirely with special one-time purchases. Their dollar sections were highly successful while the dollar aisle at Kmart lived a
short life.
Share your own new business term using Contact Us.
Return to the Business Terms? Home page.
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