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Retail 101: The Guide to Managing and Marketing Your Retail Business by Jason Prescott, Nicole Reyhle

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1Standing Out among Other Retailers

In order to be irreplaceable, one must always be different.

—Coco Chanel (1883–1971), founder of Chanel, fashion designer

TO GAIN success in retail, merchants must create an environment and an experience that customers want to visit again and again. California-based retailer Kimberly Efseaff agrees with this, sharing her thoughts about where a customer’s experience begins:

    The experience of a store should start before a customer even walks in the door. When someone sees your signage or peeks in the window, there should be a wow factor. It should captivate them and make them want to investigate your business, even if it’s not something they may normally be drawn to. Once they do walk in, they should feel ...

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