Retailers including Trader Joe's and Costco Wholesale build brand loyalty through experience, which shoppers value more than price, according to a study by Forrester Research. "As long as retailers are priced reasonably in line with key competitors, and their prices stay in a competitive range, improvements in customer experience are much more critical to create and sustain customer loyalty than trying to lower prices," study author Maxie Schmidt-Subramanian said.
Research: Experience trumps price for retailer loyalty
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