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June 1999 Image Feed the Habit When customers go shopping, they don't want to think much Once consumers start shopping at a certain retail store, many continue to do so because it's familiar and an easy decision, according to a recent study. In WSL Strategic Retail's "How America Shops" survey this past fall, 30% of respondents cited habit as their leading motivation for choosing a store. This suggests customers are too world-weary to take time to reevaluate shopping choices, says an article in Display & Design Ideas. What does this mean for jewelers? As long as they don't find a reason to leave, customers could easily fall into a comfortable shopping pattern with you. Polish your customer service and build loyalty programs (in-store events for repeat customers, birthday cards offering discounts, rewards for referrals). To woo customers entranced by your competitors, stress the advantages of shopping at your store to get them thinking about changing jewelers. – by Stacey King
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