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With sprawling regional malls, larger and larger strip centers, and stores on every corner, there is no doubt retailing is America's most competitive business. Add massive warehouse clubs and giant superstores and it's easy to see how difficult it is to stand out. Regardless of size or specialty, retailers need innovative ways to get customer attention.

Not long ago retailers could distinguish their stores from competitors with low prices alone. In today's competitive environment that's not enough. Even Wal-Mart no longer depends on low prices alone as it's compelling competitive edge. Customers want and expect real value. They want and expect a better shopping experience. They want and expect more from retailers than ever before.

It used to be retailers could distinguish their stores from the competition with great customer service. Today, even that's not enough. Customers want and expect service that is personal and responsive to their needs. They want and expect people working in stores to know about the merchandise and answer their questions. If not, they will go elsewhere.

In the past retailers could distinguish their stores from the competition with a large selection of merchandise. Today that's not enough. Customers can buy the same merchandise from hundreds of stores, catalogs, and web sites. In this highly competitive environment, retailers must offer merchandise that is not available elsewhere.

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