Visit their stores as a retailer and as a customer. Get on their mailing lists, go to their special events. Find out what their typical customer experience is and then you do it better. Once you've found out all about your competition, then it's time to focus on your own store. Remember that you are what you are perceived to be whether you like it or not.
Reality is a myth, today the customer's perceived reality is what really counts.
Then ask your newest store associate to do the same exercise. You'll probably fill two pages, your associate will fill four to six pages. Your customers will notice your efforts and their perception will improve. Each of the successful retailers that we've encountered have written standards of operation. Customer service, training, associate appearance, and customer policies are just a few of the areas you should have written standards for.