Mike Wittenstein knows that changing the customer’s perception with a positive customer experience in retailing separates the great retailers from the also-rans. We examine how Apple revolutionized retailing and the positive impact that change had on Apple’s performance and on other retailers.

Chris Zane realizes most products are similar. It’s the people and business processes that differentiate one retailer from another. He describes the science of creating lifetime customers contained in his book Reinventing the Wheel.