Shops, shops, shops... Over the past 10 years, their number in major cities of our country has increased several times. In fact, the number of places where you can buy clothes, shoes or any other product has never been as impressive as it is now. The choice of the buyer is huge! For retailers, this means, that it is not easy to attract a buyer to the store by the mere presence of a product or low prices, because about the same for about the same price can be bought in a dozen other places or ordered online. Thus, the store, being the place of making a purchase decision, should not only and not so much satisfy rational needs as be emotionally attractive to the buyer. This book is designed to draw attention to the main points that contribute to the achievement of leadership in the retail business. The recommendations set out in it will help retailers to make their brand stronger and, thereby, increase the number of loyal customers.