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

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4Identifying Your Unique Store Story

The only way to do great work is to love what you do.

—Steve Jobs (1955–2011), entrepreneur, cofounder of Apple, Inc.

THE BEAUTIFUL thing about working with retail groups is that you gain strength in numbers, avoiding the sense of isolation that can weigh on an independent retailer. Although a support system and the power of a community are integral, you should also optimize the power of your unique merchant story.

Every retailer has his or her own story to tell. From how it came to life to why it retains customers, your store has a unique narrative whether you recognize it or not. Understanding this narrative can help you to stand out in the marketplace, allow you to better support your customers, and identify ...

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