It's also a factor in the long-term success of privately held companies, experts suggest.
Rallying troops to keep up the fight against an onslaught of new competitors comes down to leadership and the strength of the company's raison d'être.
Supermarkets have long celebrated a trusted relationship with their customers. According to FMI's 2016 U.S. Grocery Shopper Trends report, nine out of 10 shoppers say they trust their grocery store to sell safe food.