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One of the most recent success stories in the retail business in my country is the fast-growing dollar store franchise, Waldo's Mart. It goes all the way to the edges and tells a compelling low price story. Bringing in the Pesos from October 6th's LA Times talks about the onslaught of one price retailing.

From the article:

One-price retailing is winning converts south of the border as Mexicans discover the joys of snagging mini-blinds, underwear and a six-pack of root beer for about a buck each. Like their American cousins, the Mexican chains offer food, beauty products, cleaning supplies and other staples, along with a grab bag of name-brand goods and novelties....

"People are not afraid of going into these dollar stores because they know how much they'll spend," said Monsonego, a managing director at Neoris, a consulting firm....

"It makes perfect sense" that the stores are catching on in Mexico, said Todd Hale, a senior vice president at AC Nielsen. "Rich people love low prices, poor people need low prices."

The low price story, when told transparently and honestly, is a powerful powerful message. WYSIWYG is also a failsafe.