Mubarak Geham owns and operates Four Star Mini Mart, Inc., a gasoline station and convenience store in Merced, California. In addition, Mubarak Geham is a shareholder in Hamza Investments, Inc., which runs a local grocery store.

Grocery stores face competition from several other retail stores. For grocery stores to strive among competitors, including online outlets, they must become more customer-focused.

First, understand the customers in terms of their shopping habits and demographics. For example, what drives them? Is it need, convenience, or price considerations? When customers shop, where is their attachment? Will customers pay a premium for a product and its quality? The insights will help owners develop a customer-centric sales, marketing, and pricing strategy.

Then, build a shopping experience that delivers on what the information reveals about the customers' unique characteristics and motivations. Everything from the store layout to signage, product labeling, and pricing should be done with the customer in mind.