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 to buy clothes, shoes or any other product has never been more impressive than it is now. The choice of the buyer is huge! For retail, this means that it is not easy to attract a buyer to the store with the mere presence of some product or low prices, because approximately the same price can be bought in about a dozen other places or ordered online. Thus, the store, being the place of decision to purchase, should not only and not so much satisfy rational needs, but be emotionally attractive to the buyer. This book is intended to draw attention to the main points that contribute to achieving leadership in the retail business. The recommendations set out in it will help retailers make their brand stronger and, thereby, increase the number of loyal customers.