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How to sell the sizzle not the steak

The so-called “retail apocalypse”, of which Jeanswest is the most recent example at time of writing, is regarded by many industry pundits not as a disaster, but as a time of revolution and renaissance – the death of bad retail. What is boring retail? Transactional. Product- and price-oriented selling, which may be sufficient if you’re a big-box discounter or even an e-commerce pure-play, but it no longer cuts it in physical stores, where customers increasingly expect an immersive experie

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