Retail or e-commerce, we can all get better at using data to improve the experience for our customers (and better for our bottom lines in the process). But my favorite expression of this comes from Steve Varsano, one of the world’s most successful private jet brokers. He explained to the New York Times that the secret to selling jets was maintaining great relationships with his customers and selling them the newest model when it comes in rather than trying to hustle new leads. As he said, “If you’ve got a fast-food restaurant it’s easier to get the guy who comes in three times a month to come
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