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

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9Making Your Presence Online

Make your product easier to buy than your competition, or you will find your customers buying from them, not you.

—Mark Cuban (1958–present), Dallas Mavericks owner, businessman, investor

ONE OF the greatest misconceptions about brick-and-mortar independent retail is that it’s a solitary endeavor. Small-business owners have countless options beyond their store walls, allowing them to connect and engage with vendors, retail supporters, and customers alike. Among these options are e-commerce and social media.

E-commerce has gained a bad reputation among independent retailers because of the success of big-box players such as Amazon, Walmart, Staples, and others. Although this is understandable, it doesn’t mean that e-commerce ...

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