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The secret to finishing a retail story properly

Businesses spend millions of dollars on marketing to attract customers but still can’t control what happens in store. BOB PHIBBS explains why getting customers into the store is only half the job.

I used to be the chief marketing officer of a coffee franchise. My office provided all kinds of marketing support for new stores including a complete promotions kit and even a costume character. We knew how to get people to the stores.

The best operato...

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