As more competitors with big budgets compete for the same universe of buyers, the small to mid-sized merchant has to get smarter. Learn from practitioners who have developed strategies to keep on top of the big guys. We'll talk about service as a strategy, understanding your customer, merchandising, branding and more—with lots of real-world examples! You'll learn strengths the small guys have, practical tips for curbing costs and improving margins without big-guy economies of scale, and effective niche marketing techniques.