An article about The Works Stores Ltd stopping online sales got me thinking about something bigger.
When every brand starts competing on convenience, they all start heading in the same direction.
Faster. Cheaper. Easier. More frictionless.
All good things. But not very distinctive - and a tough game to win if you’re trying to out-Amazon Amazon.
That’s why I found The Works’ decision so interesting.
Around 90% of its sales were already happening in-store. So online wasn’t its advantage. It was a distraction - and a loss-making one at that.
This doesn’t feel like retreat.
It feels like a business doubling down on what actually works: a network of around 500 stores, with plans to open more, and a digital presence used to inspire people and drive them in.