We often say that our job is to create heroes. Of course, we can not do that; you have to do it yourself. If you follow our advice and do as we recommend, you have the opportunity to become one! Always remember that retailing is more complicated than one might think.
This book is for you who want but may not know everything you need to develop your store. In good Einstein spirit, we keep it simple, but relevant. Therefore, everything in this book stems from our own and others’ customer experiences, assignments, and studies.
We meet many like you and wish you good luck with your store endeavors.

In this book, we share our insights with you who wish to improve your business. How can you increase the proportion of shoppers in a store, store chain or shopping center? We give you the answers.