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- have consistent service throughout the store
- Employee engagement so that the employees can deliver the best experience

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- offer promotions

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- SEO
- Testimonials from customers
- Earned media: blog post, review websites

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- SEO
- Generate word of mouth by social media campaign?

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Suggestions for Management

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Happy

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Excited

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Careful

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Confusing

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Stressed

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Feeling

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- Check receipt and product

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- go in store, talk to employees, feel product himself to make sure it fits his expectations
- Expect opinions from employees

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- compare store reputation
- more features

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- compare reviews/WOM
- evaluate service factors: delivery time, availability, price

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- Look for information on Google
- Ask people's opinions
- take into consideration the employee's hobbies and likes

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Doing, Thinking, Saying

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Goal: buy a gift that doesn't exceed budget
Expectations: knowledgeable and courteous employees, neat and tidy storefront with minimal disruptions, attentive and responsive employees

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CEO looking for a gift for his outgoing employee who leaves in a month to work with his largest competitor.
Budget £750
Shops at Fenwick

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Age - 50
Works whenever he likes.