The Value of Knowing Your Customer

For most people, shopping in a local brick-and-mortar store is quite a bit different from either of these examples. No one greets you as you enter (even Wal-Mart has cut back on that), and they certainly don't know your name. If you happen to find someone in an aisle and ask a question, chances are pretty high that he or she will be absolutely no help whatsoever, unless you're asking where the bathroom is. And once you get to checkout, it's a toss-up as to whether you'll get a smile and a friendly hello or a grunt and a scowl — or any acknowledgment at all. Little wonder we're shopping more online.