In football going for the two point conversion instead of the point after attempt for one point rings with the risk and reward at the same time. It could mean winning a game or losing if the attempt has failed.

In retail we could apply this to some extent as well help the customer and make the sale so they come back can be a little bit more riskier than just letting the customer buy the product not acknowledging them. They may be grateful for your service or for the price they got on the item order status for how they feel about the products.

Engaging with customers and going the extra length could lead to more sales in most cases or less that is the customer doesn't come back again. As retail evolves where the customer has complete information about the product price and details the retailer has to take the risk so to speak to win the game.

The future of retail's winners will be those to take care of the customers the best not giving them everything for free but giving everything up themselves and being part of something. Being part of a community and the brands. It may not work but sometimes taking the risk and analyze results later is worth it especially for retail.

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