The store organized several consumer feedback groups. Almost the entire market is split between two rivals, Jewel and Dominick's. People choose one and shop there for years. They don't try new stores because they are familiar with their own. End of story, at least for the new rival, which closed shop about a year after it opened.
Familiarity is perhaps the biggest generator of loyalty.
When I say you shouldn't change your site, I mean you should create a basic platform for how shoppers navigate, make purchases and learn about products. While you might tweak the site to add new features, you don't redesign it unless it's not generating sales - and if you reach that point, you have no loyal customers to annoy anyway. Familiarity is not the only key factor in customer comfort. While consumers are increasingly comfortable with buying online, they still harbor some lingering concerns about this new medium. One group is working to establish a set of minimum standards for e-com.