One of the most uncomfortable things for me is when I lower prices on a shoe that someone else just purchased. I begin to think like I’m the consumer which can lead to some very difficult choices. What I’m finally starting to realize is that many consumers purchase because they love your customer service. These consumers will purchase immediately as a show of support. There are other consumers who wait on deals. They may not have the same level of consumer loyalty, but they want the product. They just don’t want to pay the full price for it. The last type of consumer is the person who has no interest in the brand but is looking at getting what they want at the best price possible. I have learned to rely on all of these customers and I respect each one of them because they all are important at different times during the operation of the business.