According to The Wall Street Journal, 8/8/07, p. A1 in India, when Pantaloon Ltd. recreated the chaos, dust, and dirt of the local market in its Food Bazaar stores, sales rose 30%.
It all began when the firm’s founder realized business could be better. He knew that richer people (whom he called India One) were his customers. But they did not do the shopping. India One’s maids, nannies, and cooks (India Two) actually went to the store. Because India Two was accustomed to the local markets and their low bins, dusty damaged fresh produce, and narrow aisles, a supermarket needed that familiar atmosphere to be successful.
The moral of this story might be know your consumer.