While "making profit" is the goal for every retail organization, a mission statement describes the nature of the business, and articulates the "why" and "how" that will drive the organization towards the goal of profitability.
With its roots in religion, a "mission" implies that there is an idealistic purpose for the retail organization beyond the accumulation of wealth.
The best mission statements are short, clearly focused, and create an emotional connection with employees and stakeholders.

