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Experiential Retailing
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Today's consumers demand more-they seek an emotional experience from shopping, one that will allow them to express who they are. And from the cool, hipster appeal of Target to the rock-n'-roll nostalgia for sale at the Hard Rock Cafe, today's successful retailers are increasingly finding ways to provide that "total consumer experience." Experiential Retailing is about understanding these recent consumer and retail trends. Taking an innovative and interdisciplinary approach, the authors move beyond the traditional model of product assortment. They examine the history of retailing and consumption, and how cultural attitudes have changed over time. Different types of shopping experiences are described, from the efficiency of dollar stores to the knowing coziness of a local boutique. Anecdotes and illustrations demonstrate strategies for success, including ways to create a "product mix" or crossover brand. Incisive, sensory, and entertaining, Experiential Retailing provides exciting new concepts for understanding this global phenomenon.
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