Be Special. It seems there is a jewelry store on every corner. So to stand out in the crowd, you must offer a product that the competitors don't sell. Give your customers a reason to shop in your store. The most common reason offered by retailers is "price," but price alone is not enough to build a loyal customer base. Sale prices increase short-term traffic only. They don't provide a reliable reason for customers to loyally patronize your store. Consumers who shop for price will go wherever the lowest price is. A loyal customer base is built on products and services that can be found only at your store. As crucial as avoiding duplication of your competitor's merchandise is avoiding duplication of your own merchandise. There is no reason to offer the same product from different manufacturers. Every item in your store must provide a unique feature not present in any other item offered in your store. Consumers will always use the price as the deciding factor when presented with nearly identical products. The result is a build-up of inventory rejected by the consumer.