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  "documentTitle": "10 retailer investments for an uncertain future",
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  "notes": "The slide uses a donut chart to visualize survey data and provides a narrative example of Best Buy's loyalty strategy.",
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      "text": "Since customers seem apt to be brand loyal, reinforcing this loyalty by investing in uniquely appealing brand features—such as customized offers and special access to deals—could pay big dividends.",
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      "text": "61% loyal shoppers, 39% new product seekers",
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      "text": "This year, we explicitly asked our survey respondents what kind of shopper they are: do they generally know what they like and tend to stick with it, or do they generally like to buy whatever seems new and different? As the graphic to the right shows, more than 60% of those surveyed say they like to shop based on brand loyalty rather than trying something new, with the top three countries being Japan at 83%, the U.S. at 71%, and France at 71%. Since customers seem apt to be brand loyal, reinforcing this loyalty by investing in uniquely appealing brand features—such as customized offers and special access to deals—could pay big dividends. Best Buy, the Minneapolis, MN-based computer electronics retailer, has made keeping loyal customers a major priority. The company is offering premier customer-only shopping days, advanced ordering on limited allocation products, an exclusive concierge service for repair above and beyond the more general customer service department, and discounts through its private label and loyalty cards. Recently, it added a new “consulting” in-home service that select loyal customers can use as a perk. Best Buy will send trained technicians to a customer’s house to give advice on home technology projects such as the best way to set up a multi-zone home theater with surround sound, or the smartest way to wire a house for sound. While the service is open to new customers for a price, loyal customers have the inside track on the service.",
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      "kind": "source-note",
      "text": "Source: PwC, Total Retail 2017; Base: 24,471",
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      "kind": "title",
      "text": "Which of the following statements most accurately describes how you like to shop?",
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