Picture yourself walking down a busy shopping street. A bright billboard grabs your attention. A shop window shouts “Buy one, get one free.” Then your phone buzzes with a funny video a friend shared from a clothing brand. Each of these moments is a piece of the retail communication puzzle. In this chapter, we’ll look at the tools retailers use to connect with customers—from traditional newspaper ads to today’s influencer partnerships—and see how they decide where to spend their money to get the best results.