Most retailers spend enormous effort looking polished.

Consistent signage. Professional photography. A brand guideline document specifying exact colors. Everything matching, everywhere, always.

Now here is a grocery chain in Chicago where the produce prices are on handwritten signs, the displays are stacked rather than styled, and the whole place looks like a market rather than a brand.

That is not neglect. It is a signal, and it is doing precise commercial work.

Because in grocery, polish costs money and customers know it.

A store that looks expensive to run is telling you something about its prices, whether or not it intends to.

And a store that looks like a market is telling you the opposite.

That is one of the more underappreciated ideas in retail, and once you see it you will notice it everywhere.

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