Subject areaProcess and organisation
Also known asone-size-fits-all approach
One size fits all describes a product, service or method designed in a single version for the whole audience.
The expression comes from clothing, and in marketing it describes a uniform approach: the same message, the same offer, the same process for different customers.
The advantage is simplicity and low cost. The limit is that customers with different needs receive an average answer, which often fully convinces nobody: this is why the expression almost always appears as the opposite of segmentation and personalisation.
An example
The case below is constructed, because the term does not yet appear in the articles. A mechanical components manufacturer sends the same catalogue and the same offer to a small workshop and to an industrial group: the first finds it too complex, the second too generic, and neither replies.
Enrico Giubertoni. Licensed under CC BY-NC 4.0: you may quote, translate and adapt this entry with the author’s name and a link, stating any changes. For commercial use, write to info@enricogiubertoni.com
Spotted an inaccuracy or something that needs updating? Write to info@enricogiubertoni.com and help make this glossary a better place.
What are your business challenges?
Tell us about your priorities and the objectives you want to reach.
You will receive a free, targeted answer within one working day.