‘Overpromise and Overdeliver’

To make it in retail today, a marketing guru says you should get “close enough to smell the customer's breath.” The key in retail today is to define yourself as a brand experience, says Rick Barrera, noted author, marketing expert, and a keynote speaker at the AGS Conclave in Orlando, Fla. Retailing in America has evolved, from predominantly mom-and-pop stores to shopping malls to online. In addition, there's an increased presence of manufacturer-controlled stores. The result of all these changes is a growing focus on “retailtainment.” No longer is it enough for a retailer just to sell a product; he or she must also sell the experience of buying the product. At the same time, a branding message is critical. To create a brand in a fraction of the time it would take through traditional marketing, Barrera told his AGS audience, you should both overpromise and overdeliver (also

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