Staff turnover is typically high in coffee shops. My favourite shop has a high turnover too but the staff are always friendly, happy, courteous, know how to react with patrons from a large number of different backgrounds. The owner must look after staff as well as patrons. New staff quickly learn your name. Service is brisk, efficient, and reliable. There is nothing particularly expensive or outstanding about the d?cor. It is comfortable, rather than modern. Many regulars come several times each week and stay for much longer than it takes to drink a cup of coffee. There is nothing special about pricing. The menu is fairly static; functional. They occasionally run a special night such as their birthday party or to promote a local band. The owners are always mingling with patrons. It is in a good location; a lot of foot traffic, close to other shops and has parking near by. And that is about it. I will be there again next week.

Doing what corporate giants do

You are now doing just what the big corporations discussed previously are doing. The budget is slightly different. You are finding out what customers do and do not like. When we set up a store online we tend to forget that our customers will be the very people we talk to at the coffee shop. Online customers are coffee shop customers too. They know what makes them leave or stay; buy or not. Your own friends are an equally valuable source of information. Ask them too.

Getting the right blend is the key to 'coffee shop loyalty'; it is the key to online success.

Thanks for your time. Have a great day.

Paul Hathaway ?2005

Welcome To The Mall
About the Author

Paul Hathaway is a partner in the development of Welcome To The Mall. Welcome To The Mall members are committed to creating excellence for the online shopping experience and environment. We are willing to share the results of our research and brainstorming in a series of articles. Visit us at www.welcometothemall.com to see the results.