Customers, mainly guys, who collect Phantom comics are valuable to us. They are loyal not only to the title but also to the shop. Every few visits, when they have a need, they purchase something other than the next issue of the Phantom magazine. Indeed, the Phantom magazine shopper is an ideal habit-based shopper, one we need to cultivate.
The biggest challenge, however, is consistent supply. The distributor did not have us down to get this Phantom Replica Series No. 2 even though our Phantom sales are strong. Some glitch apparently. There are too many of these ‘glitches’. It’s frustrating as it makes us look bad to Phantom collectors. At least Phantom collectors are forgiving is you are late getting stock.