A collection of thought pieces, observations and opinions on the evolving retail landscape

Here, we will investigate ‘entertainment’ customer missions. These are curated events or participation opportunities in store. Using examples, we will demonstrate how the Retail Experience Framework can help retailers to...

Why transforming an existing retail format might be a better idea than starting from scratch

In the next episode, we will tackle ‘educational’ customer missions. These are retail experiences that also offer self-improvement or learning opportunities. We look at how they work and their value...

Place and Customer Journey. Here, we will explore how getting the basics right first is key to any in-store experience and customer journey. This relates to how the store works...