The document outlines Ruth Boulton's seven point plan for retailers. 1) Define what your shop is about. 2) Identify your target market. 3) Engage in active multi-channel retailing. 4) Attract customers into your shop. 5) Reach out to customers. 6) Make customers feel welcome. 7) WOW customers and tie them to your shop. The plan is meant to help retailers define their business and focus on attracting, engaging, and retaining customers.