Grocery retailing is a rational business. In the fight to attract and keep customers, we focus on such rational elements as price, promotion, assortment, quality and service. However, explore with loyal customers why they shop where they do, and you find instead that they're driven by emotion — by how a particular shop makes them feel.
The best supermarkets, for example, make them feel "comfortable," taking the worry out of shopping. The best discounters make customers feel "smart