The marketing environment has changed from product shortages to product gluts. And next, it is expected that the shift will be from having too many products available to not wanting any of them. As a result, customer interface linking manufacturers and consumers will be even more essential.
  
Retailers often emphasize the importance of a community-oriented approach to meet the needs of the local community. Yet however much they talk the talk, they are not walking the walk. They are not really acting in community-oriented ways. They are not acting to make customers feel that they are offering individual- and community-oriented goods and services.
  
If retailers put down roots and make an honest effort to contribute to the local community, they will be accepted and valued. Yet instead of this community-oriented approach, which entails sharing information and experiences with local residents, all too many retailers are still focusing exclusively on selling.
  
Retail competition is not longer a race that goes to the swiftest. It is a contest in which retailers are selected, evaluated, and supported (or not) by the community. Which is why maximizing customer interface is the key to succeeding.
  
Otsuka Akira
Yaoko