Shoppertainment: Experiential retailing 2.0

With e-commerce growing in sales and popularity on a global basis, retailers are forced to ask, “what is the role of the store?”. The quick answer is that it can no longer just be an efficient place to buy commoditised products. Fit and profitable retailers are creating stores that have become social gathering places, centres for knowledge, learning and information; a place for fun, or relaxation. They are the ultimate showcases for merchandise, exciting customers with possibilities. They ar

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