I *LOVE* the Utrecht Trek store. I've shopped at dozens of bike shops around Amsterdam, and was always treated as if they didn't want me in their shop. When it came time to buy a new €12,000 race bike, I remembered that poor treatment from the Amsterdam and Ijburg stores... and called Trek Utrecht - they were super helpful both before and after the sale. Excellent quality, and honest & friendly service and advice. They sold my time trial bike for me, and helped the buyer with a LOT of extra service and advice to help him - also at no cost (except the parts he wanted). I then brought several friends to the shop who also bought new race bikes.
The moral of this story is that if you treat people (customers) right, they will remember and recommend you. You may not always squeeze the last euro out of a customer, but treating customers fairly pays back a hundred times over, and that's how you make a business grow and build a strong reputation, not only for your shop, but the entire brand.