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Equally important are an inviting shopping environment to bring customers in and bring them back and competent, reliable staff.
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"We have lots of brands - our stores are quality stores, they're usually bigger than the traditional pound shops and the shopping environment and ranges are better, " he said.
BBC: Poundland store
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Once having come up with the idea, the next challenge is being able to communicate it across a broad array of branding channels, places where consumers experience the brand, the most important of which is the shopping environment.
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Mr Cross, for one, hopes it does not, fearing round-the-clock shopping's threat to the environment, to a sense of community, and to democracy itself.
ECONOMIST: Economic history
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When asked in May how much the economic environment has changed their shopping patterns, only 27% said it's changed their behavior "significantly, " down from 34% who said so last August.
FORBES: Commerce
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One thing to note is how many of the ideas below can be linked by their desire to make the shopping experience more enjoyable, be it through speeding up payments and helping customers skip queues, providing a uniquely quiet and relaxed retail environment, or gamifying shopping by enabling customers to pay with points earned exercising.
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Waking up in the morning, going grocery shopping, washing clothes and doing other day-to-day activities help create a stable, comforting environment, she said.
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The holiday shopping season was a success in numbers for retailers that saw customers return to stores and act on a heavily promotional environment in 2011.
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These two businesses carry high gross margins 90% for Online Shopping Content Delivery and 75% for Media Content Delivery which will inevitably fall in a more price competitive environment.
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