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Initial customer acquisition costs money. A lot of money. Once you have a happy customer for repeat business, you reward and entice them with discounts, usually via email newsletter.

As a first time customer, you are not being "cheated". You are just a lot more expensive.

It doesn't matter if that's how it is. What matters is how consumers perceive it. If they think they are being cheated then who are you to say they are not? I don't care how much it costs for a retailer to nab me as a customer.

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