The three main areas KDS needs to focus on is the online distribution channel, customer service and product quality and variety as KDS has control over these elements however, changing perceptions of customers is not under direct control of KDS therefore, strengthening what KDS already has is the best way to achieve overall customer satisfaction. It wants its customers to perceive it as more than a store, it has personality that they relate to and want to go to back to. KDS needs to add more value to the store to increase the loyalty and generate new customers; they need a consistent theme and store value association to give them a clear image of where KDS is positioned. The aesthetical appearance is an important feature of the KDS experienc