Denver—There’s a lot of talk these days about creating a retail experience, and a new book is dissecting what that means to give small business owners a leg-up on their big box store competition.

“The Soulful Experience: Take Your Company from So-So to Soulful and Exceed the Expectations of your Customers – and Employees” provides advice to small businesses on marketing practices, leadership and company culture.

Written by Diane P. Ferraro, a senior marketing and branding expert specializing in fine jewelry, wedding services, retail and educational products,  “The Soulful Experience” encompasses strategies for retailers to improve the customer experience across all channels, from a client’s very first web search to post-sale.

20180412 SoulfulExperienceIn a press release, Ferraro noted that for the 28 million small businesses in the United States today, competition is at an all-time high from companies with huge resources, whether big box stores or online retailers who are able to provide perks like free shipping or no sales tax.

“Nearly every entrepreneur and small business owner I know speaks of the internet effect and is worried about the future of retail,” stated Ferraro. “The same concern is heard not only from retailers but from ‘mom and pop’ bakeries, salons, restaurants and other service providers who see national chains encroaching on their territory with unbeatable discounts, a huge team of low-paid employees and extended store hours.

“This easy-to-read book will give confidence to leaders of small and mid-sized organizations and encourage them to get back in the game, focus on what they do best, and take their brand experience to new heights.”

Available on Amazon and Barnes & Noble for $11.95, “The Soulful Experience” is appropriate for entrepreneurs, CEOs, business owners and store managers, or anyone who wants their small business to be essential to their customers.

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