Consulta has released its latest South African Customer Satisfaction Index (SA-csi), showing which clothing stores have the highest customer satisfaction ratings. The index ranks Ackermans, Edgars, Jet, Mr. Price, Pep Stores, Truworths and Woolworths based on highly scientific insights into the overall level of satisfaction of customers.

One way to retain customers is to build a cumulative advantage whereby consumers choose a product or service for themselves because it is an easier and instinctive decision. Discuss three suggestions for building a cumulative advantage.