JEROME, Idaho — “If you build it, they will come.” That well-known line from the 1989 movie “Field of Dreams” has its counterpart in retail: “If you make your customers happy, they will come back.” While many retailers talk about making customers happy, few really know how to do so, say loyalty consultants. The 13-unit Ridley's Family Markets, based here, is one exception, and the retailer's ability to, as retail consultant Jon Robertson puts it, “put the customer in the middle of their ...

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