Back in the day, shopkeepers interacted with customers day in and day out, creating personal connections that allowed them to better meet their needs, and kept them coming back. They may not have used these words, but retailers were very good at “building loyalty” and “maximizing share of wallet”! As stores grew in size and corporate chains took over, the personal customer connection was lost. Big brand advertising took over. From that point on, retailers were essentially set up to drive brand sales, and more recently, category sales. In so doing, they stopped being very good at building loyalty and driving share of wallet from their customers.
Today, this is a problem.
We contributed an article over at CART. You can find it HERE