to do more research to get an understanding of the opportunities. Research doesn't necessarily mean commissioned research. You might do it yourself by talking to potential customers. What does your experience tell you? What is the most effective way to talk to these people? Who or what will be competing for the same dollar? Sometimes your competition won't be what you may expect. In the last couple of tough economic years, fast food sales are up. It's not cheaper to buy fast food; however, people are apparently skimping on many of the things they would normally like to be spending on such as new clothes, holidays and restaurant meals and then rewarding themselves with a little fast food treat. That is the theory. The fast food brands are very skilled at keeping their brands working in any market. Kentucky Fried Chicken became KFC when fried food became unfashionable and a real health issue in people's minds. They didn't stop making fried chicken; they just stopped calling it fried chicken! Today it's cooked chicken. McDonald's continue to work on their menus to stay in-tune with public perceptions. Salads, WeightWatchers endorsements, wraps and premium Angus Beef burgers all help to keep the brand alive and successful. So what creates a great shopping experience and drives customer loyalty? Brand Experience - this covers many influences and actions and these all combine to create customer loyalty, if well executed. Engagement - this is the personal interaction. Was it polite, was genuine interest shown, were