The Effect on a Firm’s Costs of Using a Generative AI Program

Supports: Microeconomics, Chapter 11, Section 11.5; Economics, Chapter 11, Section 11.5; and Essentials of Economics, Chapter 8, Section 8.5

Photo from the Wall Street Journal.

Imani owns a firm that sells payroll services to companies in the Atlanta area. Her largest cost is for labor. She employs workers who use software to prepare payroll reports and to handle texts and calls from client firms. She decides to begin using a generative AI program, like ChatGPT, which is capable of quickly composing thorough answers to many questions and write computer code. She will use the program to write the additional computer code needed to adapt the payroll software to individual client’s needs and to respond to clients seeking advice on payroll questions. Once the AI program is in place, she will need only half as many workers. The number of additional workers she needs to hire for every 20 additional firms that buy her service will fall from 5 to 1. She will have to pay a flat monthly licensing fee for the AI program; the fee will not change with the number of firms she sells her services to. Imani determines that making these changes will reduce her total cost of providing services to her current 2,000 clients from $2,000,000 per month to $1,600,000 per month

In answering the following questions, assume that, apart from the number of workers, none of the other inputs—such as the size of her firm’s office, the number of computers, or other software—change as a result of her leasing the AI program.

a. Briefly explain whether each of the following statements about the cost situation at Imani’s firm after she begins using the AI program is correct or incorrect.

  1. Her firm’s average total cost, average variable cost, and average fixed cost curves will shift down, while her firm’s marginal cost curve will shift up.
  2. Her firm’s average total cost, average variable cost, average fixed cost and marginal cost curves will all shift up.
  3. Her firm’s average total cost, average variable cost, and marginal cost curves will shift down, while her average fixed cost curve will shift up.
  4. Her firm’s average total cost, average variable cost, average fixed cost, and marginal cost curves will all shift down.
  5. Her firm’s average fixed cost curve will shift up, but her other cost curves will be unchanged.

b. Draw a graph illustrating your answer to part a. Be sure to show the original average total cost, average variable cost, average fixed cost, and marginal cost curves. Also show the shifts—if any—in the curves after Imani begins using the AI program.

Solving the Problem

Step 1:  Review the chapter material. This problem requires you to understand definitions of costs, so you may want to review the sections “The Difference between Fixed Costs and Variable Costs,” “Marginal Costs,” and “Graphing Cost Curves”

Step 2:  Answer part (a) by explaining whether each of the five listed statements is correct or incorrect. The cost of the AI program is fixed because it doesn’t change with the quantity of her services that Imani sells. Her firm will have greater fixed costs after licensing the AI program but she will have lower variable costs because she is able to produce the same level of output with fewer workers. Her marginal cost will also decline because she needs to hire fewer workers as the quantity of services she sells increases. We know that the average total cost per month of providing her service to 2,000 clients has decreased because we are given the information that it changed from ($2,000,000/2,000) = $1,000 to ($1,600,000/2,000) = $800.

  1. This statement is incorrect because her average fixed cost curve will shift up as a result of her total fixed cost having increased by the amount of the AI program license and because her marginal cost curve will shift down, not up.
  2. This statement is incorrect because all of her cost curves, except for average fixed cost, will shift down, not up.
  3. This statement is correct because it describes the actual shifts in her cost curves. 
  4. This statement is incorrect because her average fixed cost curve will shift up, not down.
  5. This statement is incorrect because her rather than being unaffected, her average total cost, average variable cost, and marginal cost curves will shift down.

Step 3:  Answer part (b) by drawing the cost curves for Imani’s firm before and after she begins using the AI program. Your graph should look like the following, where the curves representing the firm’s costs before Imani begins leasing the AI program are in blue and the costs after leasing the program are in red. 

Soft Landing, Hard Landing … or No Landing?

During the recovery from the Covid–19 pandemic, inflation as measured by the personal consumption expenditures (PCE) price index, first rose above the Federal Reserve’s target annual inflation rate of 2 percent in March 2021. Many economists inside and outside of the Fed believed the increase in inflation would be transitory because it was thought to be mainly the result of supply chain problems and an initial burst of spending as business lockdowns were ended or mitigated in most areas.

Accordingly, the Federal Open Market Committee (FOMC) kept its target for the federal funds rate at effectively zero (a range of 0 to 0.25 percent) until March 2022 and continued its quantitative easing (QE) program of buying long-term Treasury bonds and mortgage-backed securities (MBS) until that same month.

As the following figure shows, by March 2022 inflation had been well above the FOMC’s target for a year. The Fed responded by raising its target for the federal funds rate and switched from QE to quantitative tightening (QT). Although some supply chain problems were still contributing to the high inflation rate during the spring of 2022, the main driver appeared to be very expansionary monetary and fiscal policies. (This blog post from May 2021 has links to contributions to the debate over macro policy at the time. Glenn’s interview that month with the Financial Times can be found here. In November 2022, Glenn argued that overly expansionary fiscal policy was the main driver of inflation in this op-ed in the Financial Times (subscription or registration may be required).We discuss inconsistencies in the Fed’s forecasts of unemployment and inflation here. And in this post we discuss the question of whether the Fed made a mistake in not attempting to preempt inflation before it accelerated.)

Since March 2022, the FOMC has raised its target for the federal funds rate multiple times. In February 2023, the target was a range of 4.50 to 4.75 percent. Longer-term interest rates have also increased. In particular, the average interest rate on residential mortgage loans increased from 3 percent in March 2022 to 7 percent in November 2022, before falling back to around 6 percent in February 2023.  In the fall of 2022, there was optimism among some economists that the Fed had succeeded in slowing the economy enough to put inflation on a path back to its 2 percent target. Although many economists had expected that inflation would only return to the target if the U.S. economy experienced a recession—labeled a hard landing—the probability that inflation could be reduced without a recession—labeled a soft landing—appeared to be increasing. 

Economic data for January 2023 made a soft landing seem less likely. Consumer spending remained above its trend from before the pandemic, employment increases were unexpectedly high, and inflation reversed its downward trend. A continuation of low rates of unemployment and high rates of inflation wasn’t consistent with either a hard landing or a soft landing. Some observers, particularly in Wall Street financial firms, began describing the situation as no landing. But given the Fed’s strong commitment to returning to its 2 percent target, the no landing scenario couldn’t persist indefinitely.

Many investors had anticipated that the FOMC would end its increases in the federal funds target by mid-2023 and would have made one or more cuts to the target by the end of the year, but that outcome now seems unlikely. The FOMC had increased the federal funds target by only 0.25 percent at its February meeting but many economists now expected that it would announce a 0.50 percent increase at its next meeting on March 21 and 22. Unfortunately, the odds of a hard landing seem to be increasing.

A couple of notes: Although there are multiple ways of measuring inflation, the percentage increase in the PCE is the formal way in which the FOMC determines whether it is hitting its inflation target. To judge what the underlying inflation is—in other words, the inflation rate likely to persist in at least the near future—many economists look at core inflation. In the earlier figure we show movements in core inflation as measured by the PCE excluding prices of food and energy. Note that over the period shown PCE and core PCE follow the same pattern, although core PCE inflation begins to moderate earlier than does core PCE.

Some economists use other adjustments to PCE or to the consumer price index (CPI) in an attempt to better measure underlying inflation. For instance, housing rents and new and used car prices have been particularly volatile since early 2020, so some economists calculate PCE or CPI excluding those prices, as well as food and energy prices. As we discuss in this blog post from last September some economists prefer median CPI as the best measure of underlying inflation. (We discuss some of the alternative ways of measuring inflation in Macroeconomics, Chapter 15, Section 15.5 and Economics, Chapter 25, Section 25.5.) Nearly all these alternative measures of inflation indicated that the moderation in inflation that began in the summer of 2022 had ended in January 2023. So, choosing among measures of underlying inflation wasn’t critical to understanding the current path of inflation. 

Finally, the inflation, employment, and output measures that in January seemed to show that the U.S. economy was still in a strong expansion and that the inflation rate may have ticked up are all seasonally adjusted. Seasonal adjustment factors are applied to the raw (unadjusted) data to account for regular seasonal fluctuations in the series. For instance, unadjusted employment declined in January as measured by both the household and establishment series. Applying the seasonal adjustment factors to the data resulted in the actual decline in employment from December to January turning into an adjusted increase. In other words, employment declined by less than it typically does, so on a seasonally adjusted basis, the Bureau of Labor Statistics reported that it had increased. Seasonal adjustments for the holiday season may be distorted, however, because the 2020–2021 and 2021–2022 holiday seasons occurred during upsurges in Covid. Whether the reported data for January 2023 will be subject to significant revisions when the seasonal adjustments factors are subsequently revised remains to be seen.  The latest BLS employment report, showing seasonally adjusted and not seasonally adjusted data, can be found here.

2/19/23 Podcast – Authors Glenn Hubbard & Tony O’Brien discuss the Fed’s response to economic conditions and their ability to execute a soft-landing.

Join author Glenn Hubbard & Tony O’Brien in their first Sprint 2023 podcast where they revisit inflation as the major topic facing our country, our economy, and our classrooms. Glenn & Tony discuss the Federal Reserve response and the outlook for the economy. While rates have continued to move up, is a soft-landing still possible?

Bad News from the Congressional Budget Office

In 1974, Congress created the Congressional Budget Office (CBO). The CBO was given the responsibility of providing Congress with impartial economic analysis as it makes decisions about the federal government’s budget.  One of the most widely discussed reports the CBO issues is the Budget and Economic Outlook. The report provides forecasts of future federal budget deficits and changes in the federal government’s debt that the budget deficits will cause. The CBO’s budget and debt forecasts rely on the agency’s forecasts of future economic conditions and assumes that Congress will make no changes to current laws regarding taxing and spending. (We discuss this assumption further below.)

 On February 15, the CBO issued its latest forecasts. The forecasts showed a deterioration in the federal government’s financial situation compared with the forecasts the CBO had issued in May 2022. (You can find the full report here.) Last year, the CBO forecast that the federal government’s cumulative budget deficit from 2023 through 2032 would be $15.7 trillion. The CBO is now forecasting the cumulative deficit over the same period will be $18.8 trillion. The three main reason for the increase in the forecast deficits are:

1. Congress has increased spending—particularly on benefits for military veterans.

2) Cost-of-living adjustments for Social Security and other government programs have increased as a result of higher inflation.

3) Interest rates on Treasury debt have increased as a result of higher inflation.

 The CBO forecasts that federal debt held by the public will increase from 98 percent of GDP in 2023 to 118 percent in 2033 and eventually to 198 percent in 2053. Note that economists prefer to measure the size of the debt relative to GDP rather than in as absolute dollar amounts for two main reasons: First, measuring debt relative to GDP makes it easier to see how debt has changed over time in relation to the growth of the economy. Second, the size of debt relative to GDP makes it easier to gauge the burden that the debt imposes on the economy. When debt grows more slowly than the economy, as measured by GDP, crowding effects are likely to be relatively small. We discuss crowding out in Macroeconomics, Chapter 10, Section 10.2 and Chapter 16, Section 16. 5 (Economics, Chapter 20, Section 20.2 and Chapter 26, Section 26.5).  The two most important factors driving increases in the ratio of debt to GDP are increased spending on Social Security, Medicare, and Medicaid, and increased interest payments on the debt.

 The following figure is reproduced from the CBO report. It shows the ratio of debt to GDP with actual values for the period 1900-2022 and projected values for the period 2023-2053. Note that the only other time the ratio of debt to GDP rose above 100 percent was in 1945 and 1946 as a result of the large increases in federal government spending required to fight World War II.

The increased deficits and debt over the next 10 years are being driven by government spending increasing as a percentage of GDP, while government revenues (which are mainly taxes) are roughly stable as a percentage of GDP. The following figure from the report shows actual federal outlays and revenues as a percentage of GDP for the period 1973-2022 and projected outlays and revenues for the period 2023-2033. Note that from 1973 to 2022, outlays averaged 21.0 percent of GDP and revenues averaged 17.4 percent of GDP, resulting in an average deficit of 3.6 percent of GDP. By 2033, outlays are forecast to rise to 24.9 percent of GDP–well above the 1973-2022 average–whereas revenues are forecast to be only 18.1 percent, for a forecast deficit of 6.8 percent of GDP.

The increase in outlays is driven primarily by increases in mandatory spending, mainly spending on Social Security, Medicare, Medicaid, and veterans’ benefits and increases in interest payments on the debt. The CBO’s forecast assumes that discretionary spending will gradually decline over the next 10 years as percentage of GDP. Discretionary spending includes federal spending on defense and all other government programs apart from those, like Social Security, where spending is mandated by law.

To avoid the persistent deficits, and increasing debt that results, Congress would need to do one (or a combination) of the following:

1. Reduce the currently scheduled increases in mandatory spending (in political discussions this alternative is referred to as entitlement reform because entitlements is another name for manadatory spending).

2. Decrease discretionary spending, the largest component of which is defense spending.

3. Increases taxes.

There doesn’t appear to be majority support in Congress for taking any of these steps.

The CBO’s latest forecast seems gloomy, but may actually understate the likely future increases in the federal budget deficit and federal debt. The CBO’s forecast assumes that future outlays and taxes will occur as indicated in current law. For example, the forecast assumes that many of the tax cuts Congress passed in 2017 will expire in 2025 as stated in current law. Many political observers doubt that Congress will allow the tax cuts to expire as scheduled because to do so would result in increases in individual income taxes for most people. (Here is a recent article in the Washington Post that discusses this point. A subscription may be required to access the full article.) The CBO also assumes that defense spending will not increase beyond what is indicated by current law. Many political observers believe that, in fact, Congress may feel compelled to substantially increase defense spending as a result of Russia’s invasion of Ukraine in February 2022 and the potential military threat posed by China.

The CBO forecast also assumes that the U.S. economy won’t experience a recession between 2023 and 2033, which is possible but unlikely. If the economy does experience a recession, federal outlays for unemployment insurance and other programs will increase and federal personal and corporate income tax revenues will fall. The CBO’s forecast also assumes that the interest rate on the 10-year Treasury note will be under 4 percent and that the federal funds rate will be under 3 percent (interest rates on short-term Treasury debt move closely with changes in the federal funds rate). If interest rates turn out to be higher than these forecasts, the federal government’s interest payments will increase, further increasing the deficit and the debt.

In short, the federal government is clearly facing the most difficult budgetary situation since World War II.

Mark Zuckerberg … All Alone in the Metaverse?

In October 2021, Facebook founder Mark Zuckerberg did something unusual–he changed the name of the company from Facebook, Inc. to Meta Platforms, Inc. According to Zuckerberg, he did so because he said, “Over time I hope our company will be seen as a metaverse company.” What is the metaverse? Definitions differ, but it typically refers to software programs that allow people to access either augmented reality (AR) or virtual reality (VR) images and information.  

 In both AR and VR, people wear headsets, goggles, or glasses to see images and information displayed. In VR, you wear goggles and have to remain stationary because your whole field of vision is a digital projection, so if you walk around you run the risk of tripping over furniture or other obstacles. With AR, you can walk through the physical world because your goggles display only limited amounts of information.

For example, Peggy Johnson, CEO of Magic Leap describes the device her firm sells this way: “You wear it over your eyes. You can actually think of it as a computer on your eyes. And you still see your physical world around you, but we place digital content very smartly in that physical world.” Among other uses, Magic Leap’s device can help to train a worker to use a new piece of equipment by overlaying a virtual version of the equipment over the actual piece of equipment. The virtual version would place instructions in the worker’s field of view. That worker would be in the metaverse.

While Meta has been selling Oculus AR headsets, Zuckerberg has focused more on VR than on AR.  An article in the Wall Street Journal described the VR metaverse that Zuckerberg is hoping to help build: “Eventually, the idea is that people will be able to do almost anything in the metaverse: go shopping, attend school, participate in work meetings.”  They would do these things while sitting at their desk or armchair. Meta’s first significant VR product was Horizon Worlds. On Horizon, after choosing an avatar, or virtual figure that represents you, you can shop, play games, or hang out with other people. You enter Horizon by using Meta’s Quest VR headset, which has a price of $400 to $700, depending on the headset’s configuration. Meta set a goal of having 500,000 monthly users of Horizon by the end of 2022 but ended the year with only around 200,000 active users. 

Horizon’s main problem seems to have been that the app was subject to large network externalities. As we discuss in Chapter 10, Section 10.3 of Economics and Microeconomics, network externalities describe the situation in which the usefulness of a product increases with the number of consumers who use it. The Horizon app is enjoyable to use only if many other people are using it. But because few people regularly use the app, many new users don’t find it enjoyable and soon stop using it. According to an article in the Wall Street Journal, in late 2022, “Most visitors to Horizon generally don’t return to the app after the first month … there are rarely any girls in the Hot Girl Summer Rooftop Pool Party, and in Murder Village there is often no one to kill. Even the company’s showcase worlds… are mostly barren of users.” Reality Labs, the division of Meta in charge of Horizon, the Quest headset, and other metaverse projects, had total losses of $27 billion by the end of 2022. The losses were partly the result of Meta selling Quest headsets for a price below the cost of producing them in an attempt to get more people to use Horizon.  

Zuckerberg peisists in believing that the firm’s future lies with the metaverse and continues to spend billions on metaverse projects. Investors aren’t convinced that this strategy will work because, as an article on economist.com put it in early 2023: “Few people are burning to migrate to the metaverse.” As investors’ became more skeptical of Zuckerberg’s strategy, Meta’s stock price declined by more than half between the fall of 2021 and early 2023.  To be successful in its metaverse strategy, Meta will eventually have to attract enough buyers of its Quest headsets and users of its Horizon app to begin taking advantage of network externalities. 

Source: Dylan Croll, “Magic Leap CEO Peggy Johnson on the AR revolution,” news.yahoo. com, January 4, 2023; “Things Are Looking Up for Meta,” economist.com, February 3, 2023; “How Much Trouble Is Mark Zuckerberg In?” economist.com, October 16, 2022; Jeff Horwitz, Salvador Rodriguez, and Meghan Bobrowsky, “Company Documents Show Meta’s Flagship Metaverse Falling Short,” Wall Street Journal, October 15, 2022; Sarah E. Needleman, “Facebook Changes Company Name to Meta in Focus on Metaverse,” Wall Street Journal, October 28, 2021; Meghan Bobrowsky and Sarah E. Needleman, “What is the Metaverse? The Future Vision for the Internet,” Wall Street Journal, April 28, 2022.

If You Have Some Cash to Spare ….

you can bid for Paul Samuelson’s Nobel Prize Medal here. Note that at the time of posting the minimum bid required was $495,000.

You can read a brief biography of Samuelson on the Nobel site here. You can read the lecture Samuelson delivered on the occasion of being awarded the price here. (Note that the lecture contains technical material.)

11/17/22 Podcast – Authors Glenn Hubbard & Tony O’Brien discuss inflation, the Fed’s Response, FTX collapse, and also share thoughts on economics themes in holiday movies!

In the Face of Hyperinflation, Some People in Argentina Don’t Save Currency, They Save … Bricks

Argentina’s Argentina’s Economy Minister Sergio Massa coming from a meeting in Washington, DC with the International Monetary Fund to discuss the country’s hyperinflation. Photo from the Wall Street Journal.

Argentina has been through several periods of hyperinflation during with the price level has increased more than 50 percent per month. The following figure shows the inflation rate as measured by the percentage change in the consumer price index from the previous month for since the beginning of 2018. The inflation rate during these years has been volatile, being greater than 50 percent per month during several periods, including staring in the spring of 2022. High rates of inflation have become so routine in Argentina that an article in the Wall Street Journal quoted on store owner as saying, “Here 40% [inflation] is normal. And when we get past 50%, it doesn’t scare us, it simply bothers us.”

As we discuss in Macroeconomics, Chapter 14, Section 14.5 (Economics, Chapter 24, Section 24.5 ), when an economy experiences hyperinflation, consumers and businesses hold the country’s currency for as brief a time as possible because the purchasing power of the currency is declining rapidly. As we noted in the chapter, in some countries experiencing high rates of inflation, consumers and businesses buy and sell goods using U.S. dollars rather than the domestic currency because the purchasing power of the dollar is more stable. This demand for dollars in countries experiencing high inflation rates is one reason why an estimated 80 percent of all $100 bills circulate outside of the United States. 

The increased demand for U.S. dollars by people in Argentina is reflected in the exchange rate between the Argentine peso and the U.S. dollar. The following figure shows that at the beginning of 2018, one dollar exchanged for about 18 pesos. By November 2022, one dollar exchanged for about 159 pesos. The exchange rate shown in the figure is the official exchange rate at which people in Argentina can legally exchange pesos for dollars. In practice, it is difficult for many individuals and small firms to buy dollars at the official exchange rate. Instead, they have to use private currency traders who will make the exchange at an unofficial—or “blue”—exchange rate that varies with the demand and supply of pesos for dollars. A reporter for the Economist described his experience during a recent trip to Argentina: “Walk down Calle Lavalle or Calle Florida in the centre of Buenos Aires and every 20 metres someone will call out ‘cambio’ (exchange), offering to buy dollars at a rate that is roughly double the official one.” 

People in Argentina are reluctant to deposit their money in banks, partly because the interest rates banks pay typically are lower than the inflation rate, causing the purchasing power of money deposited in banks to decline over time.  People are also afraid that the government might keep them from withdrawing their money, which has happened in the past. As an alternative to depositing their money in banks, many people in Argentina buy more goods than they can immediately use and store them, thereby avoiding future price increases on these goods. The Wall Street Journalquoted a university student as saying: “I came to this market and bought as much toilet paper as I could for the month, more than 20 packs. I try to buy all [the goods] I can because I know that next month it will cost more to buy.”

Devon Zuegel, a U.S. software engineer and economics blogger who travels frequently to Argentina, has observed one unusual way that some people in Argentina save while experiencing hyperinflation:

“Bricks—actual bricks, not stacks of cash—are another common savings mechanism, especially for working-class Argentinians. The value of bricks is fairly stable, and they’re useful to a family building out their house. Argentina doesn’t have a mortgage industry, and thus buying a pallet of bricks each time you get a paycheck is an effective way to pay for your home in installments. (Bricks aren’t fully monetized, in that I don’t think people buy bricks and then sell them later, so people only use this method of saving when they actually have something they want to use the bricks for.)”

Sources: “Sergio Massa Is the Only Thing Standing Between Argentina and Chaos,” economist. com, October 13, 2022;  Devon Zuegel, “Inside Argentina’s Currency Exchange Black Markets,” devonzuegel.com, September 10, 2022; Silvina Frydlewsky and Juan Forero, “Inflation Got You Down? At Least You Don’t Live in Argentina,” Wall Street Journal, April 25, 2022; and Federal Reserve Bank of St. Louis, FRED data set.

What Caused the Plunge in Sales at Bed Bath & Beyond?

Photo from the Wall Street Journal.

In the Apply the Concept “Trying to Use the Apple Approach to Save J.C. Penney” in Chapter 10, Section 10.4 in both Microeconomics and Economics, we discussed how Ron Johnson had been successful as head of Apple’s retail stores but failed when he was hired as CEO of J. C. Penney.  Insights from behavioral economics indicate that Johnson made a mistake in eliminating Penney’s previous strategy of keeping prices high but running frequent sales. Although Penney’s “every day prices” under Johnson were lower than they had been under the previous management, many consumers failed to recognize that fact and began shopping elsewhere. 

            Johnson’s experience may indicate the dangers of changing a firm’s long-standing business model. Customers at brick-and-mortar retail stores fall into several categories: Some people shop in a number of stores, depending on which store has the lowest price on the particular product they’re looking for; some shop only for products such as televisions or appliances that they hesitate to buy from Amazon or other online sites; while others shop primarily in the store that typically meets their needs with respect to location, selection of products, and pricing. It’s the last category of customer that was most likely to stop shopping at Penney because of Johnson’s new pricing policy because they were accustomed to primarily buying products that were on sale.

            Bed Bath & Beyond was founded in 1971 by Warren Eisenberg and Leonard Feinstein. As the name indicates, it has focused on selling household goods—sometimes called “home goods”—such as small appliances, towels, and sheets. It was perhaps best known for mailing massive numbers of 20 percent off coupons, printed on thin blue cardboard and nicknamed Big Blue, to households nationwide. Although by 2019, the firm was operating more than 1,500 stores in the United States, some investors were concerned that Bed Bath & Beyond could be run more profitably. In March 2019, the firm’s board of directors replaced the current CEO with Mark Tritton who had helped make Target stores very profitable.

            In an approach similar to the one Ron Johnson had used at J.C. Penney, Tritton cut back on the number of coupons sent out, reorganized the stores to reduce the number of different products available for sale, and replaced some name brand goods with so-called private-label brands produced by Bed Bath & Beyond. Unfortunately, Tritton’s strategy was a failure and the firm, which had been profitable in 2018, suffered losses each year between 2019 and 2022. The losses totaled almost $1.5 billion. In June 2022, the firm’s board of directors replaced Tritton with Sue Grove who had been serving on the board.

            Why did Tritton’s strategy fail? Partly because in March 2020, the effects of the Covid-19 pandemic forced the closure of many Bed Bath & Beyond stores. Unlike some other chains, Bed Bath & Beyond’s web site struggled to fulfill online orders. The firm also never developed a system that would have made it easy for customers to order goods online and pick them up at the curb of their retail stores. That approach helped many competitors maintain sales during the pandemic. Covid-19 also disrupted the supply chains that Tritton was depending on to produce the private-label brands he was hoping to sell in large quantities.

            But the larger problems with Tritton’s strategy would likely have hurt Bed Bath & Beyond even if there had been no pandemic. Tritton thought the stores were too cluttered, particularly in comparison with Target stores, so he reduced the number of products for sale. It turned out, though, that many of Bed Bath & Beyond’s most loyal customers liked searching through the piles of goods on the shelves. One customer was quoted as saying, “I used to find so many things that I didn’t need, that I’d end up buying anyway, like July 4th-themed corn holders.” Customers who preferred to shop in less cluttered stores were likely to already be shopping elsewhere. And it turned out that many Bed Bath & Beyond customers preferred national brands and switched to shopping elsewhere when Tritton replaced those brands with private-label brands. Finally, many customers were accustomed to shopping at Bed Bath & Beyond shortly after receiving a Big Blue 20 percent off coupon. Sending out fewer coupons meant fewer trips to Bed Bath & Beyond by those customers.

            In a manner similar to what happened to Johnson in his overhaul of the Penney department stores, Tritton’s changes to Bed Bath & Beyond’s business model caused many existing customer to shop elsewhere while attracting relatively few new customers. An article in the Wall Street Journal quoted an industry analyst as concluding: “Mark Tritton entered the business and ripped up its playbook. But the strategy he replaced it with was not tested and nowhere near sharp enough to compensate for the loss of traditional customers.”

Sources:   Jeanette Neumann, “Bed Bath & Beyond Traced an Erratic Path to Its Current Crisis,” bloomberg.com, September 29, 2022;  Kelly Tyko, “What to expect at Bed Bath & Beyond closing store sales,” axios.com September 22, 2022; Inti Pacheco and Jodi Xu Klein, “Bed Bath & Beyond to Close 150 Stores, Cut Staff, Sell Shares to Raise Cash,” Wall Street Journal, August 31, 2022; Suzanne Kapner and Dean Seal, “Bed Bath & Beyond CEO Mark Tritton Exits as Sales Plunge,” Wall Street Journal, June 29, 2022; Suzanne Kapner, “Bed Bath & Beyond Followed a Winning Playbook—and Lost,” Wall Street Journal, July 23, 2022; and Ron Lieber, “An Oral History of the World’s Biggest Coupon,” New York Times, November 3, 2021.