What makes consumers pick your business over another? According to a recent Kingston Business School study, it’s as simple as a smile and a friendly greeting. The study examining the retail behavior of consumers and the business practices of decision makers in small and midsized enterprises found those two actions are all it took to make customers feel much more loyal towards small, independent companies. Yet, surprisingly, just over half those business owners sampled stated their employees regularly smile at and greet customers. Another factor that made consumers choose one business over another is when a business remembers what the customer previously ordered. Again, only half of businesses in the study kept a record of customers’ previous orders.