Today it’s easier than ever to start a business selling products. Internet retailers are turning up every day and pop-up stores are on the rise. People can start e-commerce stores in their bedrooms. Things like drop shipping make fulfillment much easier and mitigate a lot of the risk that used to be required to open a physical store. What’s more difficult, however, is building true loyalty with customers. Having a unique product is no longer a critical point of....

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