The store had it all - great meats and produce, huge selection, an attractive building, and competitive prices to boot. But after a few months and a big splashy opening, the store started to fail. The chain owners scratched their heads. 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.