Great customer service is a perception that belongs to the Customer, not you the Retailer. For you, that is the Goal and not the accomplishment. Don’t every think you have it… because then you stop striving for it.
Great customer service is also meaningless if you don’t have inventory. If you don’t have inventory, your service is just from your lips. Invest in inventory so you have something to show your customers. Inventory is both Asset and Anchor… so you have to keep it moving. If you are not moving the inventory, it grows stale as people tire of seeing the same thing every time they come in. So if you have to, rearrange it. Move things around so in the customer’s eyes inventory doesn’t become architecture. Your rifle rack should be a rack of rifles, not pillars holding the roof up.
Marketing is critical. That’s what brings the Customers in. Everything is Marketing and can potentially be good for you. Or it can be good for your competitors. It’s how you choose to use it.