Brandt D. Beal CEO In the retail industry, companies face situations where risks are encountered from all angles. They spend significant dollars and years building a positive reputation for their brand. For retailers, public perception is one of their greatest assets, but it can quickly become their greatest liability. Reputation is as important as product. This is especially true for convenience stores, an extremely competitive segment of the retail industry. With over 148,000 convenience stores in the United States, customers have many choices, often just across the street or next door, magnifying the retailers’ need for a good reputation.