The Price of Losing a Customer

It's 7 a.m., and I'm standing in line at Target trying to get Pokémon cards for my kids.

There must be at least 40 people ahead of me.

The things we do for our kids.

But the line isn't what bothers me most. It's the pricing.

A box I expected to cost around $20 is priced at $32. Another I expected to be around $50 is $70.

I'm already showing up early and waiting for a chance to buy these things. Seeing those prices makes me question why I'm giving this store my business.

I understand that businesses need to make money. I also understand that people want these cards. I'm standing in this line, after all.

But as a customer, this feels like short-term gain taking priority over a long-term relationship.

I came here to get something my kids would enjoy. Now I'm thinking about where else I should shop.

That's a business lesson worth paying attention to. A customer can be willing to pay today's price and still decide they won't be back. Making the sale doesn't necessarily mean you've kept their trust.

The extra dollars show up immediately. The customer who quietly stops coming back is a lot easier to miss.

For me, Target has lost its place as somewhere I'll come for Pokémon cards.

I showed up at 7 a.m. ready to spend money. I'm standing here reconsidering where I spend it next time.

How much is that extra margin worth if it costs you the next visit?