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Making money as an independent retailer, be it under your own brand or that of a franchise group, is not easy. How do you generate a profit when all around you huge discount stores are offering the same products at lower prices and spending millions on advertising? This book explains how growing your store's profits starts with an understanding of the three-part Critical Retail Formula. The formula is Customer Numbers x Customer Spend x Gross Margin = Gross Profit and you must have a strategy for each of these. What you will learn: - Why mass media advertising is a waste of your time and...