Please proof read and edit. please keep the language simple, no big words. A very fast economic development over the past years has led to rapid retail development. With so many choices and varieties consumers are getting spoiled. Retailers are combating for the customers. The big competition results in retailers creating a great customer service and experience in both providing services and selling goods. Retailers are becoming more creative and innovative in winning their customers. They are spending more and more money in making their stores look attractive and unique. One of the best ways to attract customers is to create a great customer service. One of the biggest reasons why people would like to go back to a particular store is because of the customer service and shopping experience that is provided. People love shopping at the stores that “love them back” (Shopping xiii). The retail competition has a major impact on owners and store managers. The owners have to invest a lot of money in making their store look attractive to the customer and have good merchandise. They also have to hire the right people, make sure they are experienced in selling, serving and can deal with customer relations. Managers are also affected because they have a responsibility in maintaining the store image. They have to look after the sales associates, maintaining good customer relations and other responsibilities. By creating the shopping experience retailers are winning the customers loyalty (Satisfaction). Customer’s loyalty brings many benefits to the business; word of mouth is one of them (After service quality). A satisfied customer will tell at least three other people about their experience at a particular retail. The word of mouth advertising is only effective when the customer’s experience was positive. That is why retailers are forced to create a good shopping experience for their customers. One of the biggest contributions to the high competition is globalization. Large retail companies such as Wal-Mart, Home-Depot, Ikea, are opening their doors worldwide. These retail chains are creating a big competition to the small local retailers. Fashion retailers are also opening worldwide. Brand such as Louise Vuitton, Brioni, Gucci and other popular fashion retailers can be found all around the world from New York City, United States, to Kiev Ukraine. Large competitors such as those listed above take over the local markets and dictate their rules. They set the prices, standards that local retailers have to keep up with. Therefore this result in competition and the improvement of what already existed (Globalization). 1990’s were a “decade of the discounters”. Wal-Mart was introduced in Canada, creating a big competition. 2000’s are a “decade of Luxury”. Many luxury stores with reasonable prices opened in Canada. Those include: Coach, Lacoste, L''occitane, Sephora, Michael Kors, Hugo Boss and others. People are getting tired of low pricing and no service shopping. They do not mind spending a little more and getting the shopping experience. Customers are becoming much more demanding as many businesses are transferring to Customer Experience Management Era. Retailers have invested a lot of money in creating Customer Relationship Management (CRM) and Customer Experience Management (CEM). More and more products and services become available on the market, customers have many choices. Therefore it is the experience that they are looking for in retail. By creating an ultimate experience and excellent relations with the customer retailers receive customer’s loyalty. There has been many changed in the behaviour of shoppers. People do not shop at particular store just because they like their merchandise. Many people shop at the store because they love the “shopping experience”. Knowing that my brother in law loves Apple store, I asked him, why? He replied to me saying that he loves the service, the Genius bar, the convenient, quick pay shopping and the whole experience. The only thing that he did not mention was merchandise. With the transition to Customer Experience Era people care more about “how they buy”. Many retailer have taken an advantage on enhancing the customers shopping experience and have introduced “personal shopping” option. At most stores, personal shopping is complementary. The appointments are usually done over the phone. For example Harry Rosen provide personal shopping and it does not even have to be during a business hour. Holt Renfrew and Apple have also introduced personal shopping at their retailers. Both consumers and retailers are contributing to the creation of the great customers experiences. Retailers have to combat with each other in order to win the costumer and the customer loyalty. Consumers no longer want cheep, no service shopping, they want the shopping experience. Both retailers and consumers are contributing on making shopping an ultimate experience.