Chapter Nine. We love shopping here!
Give customers the best possible experience when they visit your store—that’s how you’ll make more money. There—the most blindingly obvious sentence in the whole book! Yeah, of course such things as cost control, the basics of margin, and pricing have to be right too, but the starting point for everything we do in retail is the customer. How they feel about us, what they want from our stores, and how we meet those needs. Sending customers out of your stores with a big smile on their faces, a smile that lasts through getting their new stuff home and using it, is your absolute priority. So, how do we paste that smile on their happy chops? Read on, my friends, read on!
Great customer service
I often talk about ...
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