Sales of electrical goods - lack of differentiation...

I have recently been frustrated by the total lack of understanding for consumer or customer needs within the world of electrical goods.

E.g. this week I've seen dozens of commercials from electrical goods companies on Swedish television. Every commercial promises the lowest price. Are there no other points of differentiation in the world of electrical goods and home appliances?

Guess what, I have also visited SIBA, Media Markt and Elgiganten during the last few weeks and they are all doing the same thing... So far I haven't experienced any difference. Their interior displays, the products on offer and their customer service - it's all very similar. This might still work well for them but I lack imagination when it comes to how they express their brand and their consumer understanding.