What happens when the relationship you have with your consumer is so solidly built that there is enough trust in your consumer to let them choose. You recognize when they need the space and support the opportunity to browse the competition.
To have this kind of relationship you would probably always deliver on the promises that you've made. You probably try to communicate to these consumers with a glimpse of what's to come. You're more than passionate about your business, you represent the industry. And you just do it better.
I was reminded of this when I happened to search "search" in Google. No Google ad spend for keyword "search". By the look of the rankings, Google doesn't get searched too often (It's 6th) It doesn't have to. It has a remarkable relationship with its base. Maybe not the kind of relationship you would want. Some people still think Google is a trend. Google has currently proven them wrong.
In this context we can compare this relationship to that of the local shoe retailer. Once unable to find the shoe they were looking for, a customer asked the sales associate where else one could purchase shoes in the city? The sales associate responded absently "I don't know of another place to buy shoes".
No trust. Probably no repeat opportunity to sell to this customer again. A sales associate (brand experience) that doesn't project helpful, genuine, or relationship worthy.
I'm sure I heard that analogy from Seth, but I can't find the post. In the meantime, here's one of his archived posts that explores this customer relationship further...a different take on my post, but something to think about.