By: Sam Koslowsky, Senior Analytic Consultant,
Harte Hanks
No question about it: We, as consumers have our favorites, and as a marketer, you would certainly hope that your establishment will be top of mind when shopping decisions are being made. The fact is that while a consumer might enjoy transacting with you, if they like your competitor somewhat more, you may be in for trouble – lost sales. Yes, you may be capturing a portion of a shoppers spending. That is certainly a good thing. But that same customer is purchasing similar items at a competitor. The proportion of money that a consumer spends on a
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