A ‘SHOPPING EXPERIENCE’?_The meaning is what matters

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Photo: JM Martinez Ribes.

ABSTRACT

Retail companies have a marvellous machine for creating a “shopping experience”: the store. But wanting to create a shopping experience is not enough. The customer always has some sort of in-store shopping experience but not necessarily positive. The key lies in giving this experience a meaning, i.e. performing a certain “score” that customers and employees can relate to, a “score” that makes the store unique and preferred by its shoppers for non-traditional reasons. Continue reading “A ‘SHOPPING EXPERIENCE’?_The meaning is what matters”