We also reviewed customers' and retailers' opposing interests. Specifically, customers search for the optimum product first, and then try to find at least two suppliers who will compete on price. They want to compare one good apple to another good apple, not a good apple to a good orange. That allows them to narrow the issues down to price. They leave sellers at an impasse called "commodity selling."
Retailers, by contrast, benefit when they can differentiate their product/service package, so that it is both unique and desirable. If their differences in their package exceed customers' expectations, they can earn a premium on their offerings.