Justify that a customer is always right

The customer is always right is meant to make us pause before we get to work and ask ourselves what will it take to meet our customers’ needs. In all these cases, products or services are sold to an end customer to satisfy their needs. All of these businesses also require attracting and retaining customers, through their differential values, innovation and the use of intelligent marketing. The trade sector is one of the most important and dynamic sectors in the economy of any country, both for the volumes with which it operates, and for the number of jobs and opportunities it generates. In Spain, it is made up of large giants, Spanish and foreign, who offer the same commercial proposals in different parts of the world, living with a significant number of small companies, in most cases micro-SMEs, who struggle to maintain their position in the market. In the case of large retailers, the errors are minor and although they also close stores, they make up for it with new openings. The scenario of profound changes accelerates the process of closings, to the point of estimating that in 2020 almost half the number of stores in 2005 will have been lost. This means that only those who do their jobs well will have a chance of survival (Malthouse, E. C., Haenlein, M., Skiera, B., Wege, E., & Zhang, M. (2013)).

Commerce is a type of business that we can all understand because we are all customers of all kinds of stores. We all buy, accumulate shopping experiences and vote with our feet, going to those establishments that we consider worthy of our money, while avoiding others. This, added to the few barriers to entry, makes many people dare to establish themselves in this type of business thinking that it is easy. Nothing is further from reality; it is a sector too complex to think that only with intuition and desire can we succeed. It is necessary to learn from the great masters of retail.

. In all these cases, products or services are sold to an end customer to satisfy their needs. All of these businesses also require attracting and retaining customers, through their differential values, innovation and the use of intelligent marketing. The trade sector is one of the most important and dynamic sectors in the economy of any country, both for the volumes with which it operates, and for the number of jobs and opportunities it generates. In Spain, it is made up of large giants, Spanish and foreign, who offer the same commercial proposals in different parts of the world, living with a significant number of small companies, in most cases micro-SMEs, who struggle to maintain their position in the market. In the case of large retailers, the errors are minor and although they also close stores, they make up for it with new openings. The scenario of profound changes accelerates the process of closings, to the point of estimating that in 2020 almost half the number of stores in 2005 will have been lost. This means that only those who do their jobs well will have a chance of survival (Malthouse, E. C., Haenlein, M., Skiera, B., Wege, E., & Zhang, M. (2013)).

Commerce is a type of business that we can all understand because we are all customers of all kinds of stores. We all buy, accumulate shopping experiences and vote with our feet, going to those establishments that we consider worthy of our money, while avoiding others. This, added to the few barriers to entry, makes many people dare to establish themselves in this type of business thinking that it is easy. Nothing is further from reality; it is a sector too complex to think that only with intuition and desire can we succeed. It is necessary to learn from the great masters of retail.