Why the Customer Experience Matters in Retail Banking, Pharmacies and Other ‘Captive Customer’ Situations

• An item that, although perhaps lovely or delicious, is intrinsically unnecessary — a trinket or chocolate bar, for example.
• An item that your customer could buy any time. There's no urgent reason to buy it from you right now — e.g., a new pair of shoes when the last pair are still perfectly fine.
• An item that your customer can get just as easily online (and perhaps with a wider selection to choose from, a hassle-free returns process and possibly an unfair tax advantage).

Scenario 2: Your customer more or less has to buy what you're selling. Scenario two is your situation when you're selling: