Shops, shops, shops... Over the past 10 years, their number in large 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 buyer has a huge choice! For retail, this means that it is not easy to attract customers to a store simply by the presence of some product or low prices, because approximately the same thing for approximately the same price can be bought in a dozen other places or ordered online. Thus, the store, being the place where the purchasing decision is made, should not only and not so much satisfy rational needs, but rather be emotionally attractive to the buyer. This book is designed to draw attention to the main points that contribute to achieving leadership in the retail business. The recommendations outlined in it will help retailers make their brand stronger and, thereby, increase the number of loyal customers.