Margie’s Active Wear was a boutique clothing store which had been in business for ten years. And any store which has been in business is probably doing a few things right. Of course, the other side of that coin is that any store which has been in business for ten years is probably set in its ways to a certain extent. It may be running on autopilot. The only problem with running on autopilot is that it may be difficult to react to the unexpected. If unforeseen problems come up, there may be no one at the controls to take over and keep things on a steady course.
And that’s exactly what happened at Margie’s. The turmoil in the economy revealed some weaknesses in the controls. Because things had been steady for so long, there hadn’t been much attention paid to marketing. And so regular customers became irregular customers, and … Read the rest