I gleaned this from that master of marketing (Seth Godin) recently again. And as usual he puts in in his inimitable style.
“There is only one thing that matters when you are selling professional services. Only one. Does the person who is buying from you (…) trust you?
He was referring to professional services, but it applies equally to the shopfloor. No doubt.
Our challenge how to get there with instant-gratification-obsessed customers in a short-touch retail environment?