Making stores into destinations [Business Week]
Drawing in consumers means studying their lifestyles and creating destinations where they delight in spending leisure time.
To capitalize on the increasing prosperity of its customers, retailers must compete against the hugely expanded range of leisure pursuits on offer in the “experience economy.”
To catch the public’s eye in a marketplace overflowing with choice, forward-looking store owners are giving people more exciting things to see and do in their shops, positioning shopping as a leisure “experience.”
But, says Tamar Kasriel, head of knowledge venturing at consultancy the Henley Centre, offering extra “experiences” will only benefit a business if the experience builds on the brand.
