Budget. Smaller players don’t have the budget to out-innovate Amazon and Walmart.
I like where you’re going with this article, but I suspect the root of the problem is that a lot of smaller players don’t actually understand high level marketing strategy.
A lot of the small players (and some of the bigger ones) are very familiar with the old concepts of (a) competing on price and (b) location/location/location.
Now they’re have a dilemma because they can’t beat Amazon on price, and the internet has made location largely irrelevant.
It’s the small destination store that never relied on either of those to develop loyalty that can teach them the most if they were listening. Mostly they’re too busy lamenting to listen.
Gah — could talk all day on this topic. Thanks for the read!