5 Questions Retailers Must Tackle to Attract and Retain Customers

2. Do you really know your customers? Do you know what pushes their hot buttons? Do you know what makes them buy? Do you know what's important to them as you're building your product mix and operationalizing your products and services?

Zara has built its business around understanding its customers’ incentives to buy. By investing in product speed and fulfilling its customers’ needs, Zara has developed customers who, on average, visit its stores 17 times a year. The retailer sells 85 percent of its inventory at full price.