How to deal with cheap and frugal customers

Do you know the difference between a ‘cheap’ customer and a ‘frugal’ customer? SUE BARRETT says jewellers can avoid price wars simply by recognising the distinction.

In the current economic climate most people are looking to save money. Why? Times are uncertain, markets and demographics are shifting, there is a wide variety of choice and it’s much easier for customers to make product comparisons and compare...

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