Online stores are heightening the competitive space for brick-and-mortar retailers. What was once solely a problem for book stores is now becoming a problem even for giant big-box companies: people are buying all of their products online.

People, especially the younger generations, are finding less of a need to go to a physical store because they can shop from the comforts of their own home. This is a big problem for retail stores — or a great opportunity to deliver a superior customer experience.  

Your business is only one of hundreds or thousands competing for your customer’s attention. It’s a marketing battleground. And if your goal is to win the war, you need to differentiate yourself in a way that actually matters to your customers.

Whilst this sounds obvious, it’s not. All too often, businesses assume they understand what is important for their customers.

If great strategic thinkers like Anita Roddick, Jean Nidetch, and Mother Teresa would run your business, how would they transform your customers into raving fans?