The Parts Business Completeness Test

“To serve customers in the home decorating and crafting area, you simply have to have a wide selection. A few years back, Sam Walton opened five craft stores called Helen’s (named after his wife). Before long, he found it so different, so opposite to the Wal-Mart model, he got out of the field. A craft store is in “the parts business.” If a woman wants to do a project that requires ten parts, and Hobby Lobby has only eight of them, she’s going to give up in frustration. We have to carry all ten parts.”

“Time after time, surveys of our customers tell us they come to Hobby Lobby most of all for the amazing selection. Newcomers walk in the front door and don’t get halfway to the back wall before uttering, “My goodness—this place has everything!” That’s exactly the reaction our company’s creative director (who happens to be my daughter, Darsee) is seeking. She calls it a creative frenzy. “Nobody brings together so many unique things under one roof,” she says.”