Several years ago, a regional (I th

Several years ago, a regional (I think) hardware chain in southern California ran a radio ad based on this premise: “Shop at our stores because we have fewer products than the big warehouse-like competition. You can much more easily get in and out here quickly with what you need.” Interestingly, another hardware chain (on the east coast) had run ads a few years earlier with almost the identical theme. This chain used to make fun of the warehouse-size competition by featuring radio ads
that had helicopter search parties looking for shoppers lost in a distant department and references to shuttle buses having to take shoppers between departments in the warehouse-size stores. The premise was the same: “We have less merchandise than the other guy, so shop with us because it’s easier.”