If people go to iga because it is less crowded than woollies than I would hardly think this counts as competitive advantage. We would want them to be as busy as possible! Convenience? In what way?
The community point makes sense but what's to stop Coles investing in more stores in these remote areas and using their pricing power to rob market share? Locals can be loyal but only to a point. If iga owners can never match woollies on margins due to commissions to metcash I don't know how the model can grow that much in the long run.
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If people go to iga because it is less crowded than woollies...
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