According to an article in Harvard Business Review concentrating on loyal customers may not be the best strategy during a recession ( Favaro, 2009 ). If your loyal customers spend 25 % less in your store you will struggle. An alternative approach is to concentrate on "switchers". These are the people who divide their spending between your store and elsewhere.
Hence in Luton a new store like Family Bargains may hope to take custom from existing shops in the same market ( ie other cheap stores such as the Poundshop, and Wilko's )
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