At their most basic, stores are four walls, a floor and a ceiling. Yet in the right hands, stores become worlds unto themselves, delivering experiences that we’re eager to participate in, again and again. Tapping into our senses is a powerful driver of emotional engagement, and brick-and-mortar businesses are in a unique position to tap into all five. This is a major competitive advantage, considering there are only two senses that can be engaged in e-commerce: sight and sound. And yet, traditional retailers often under-leverage this opportunity.
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FORBES/BRIDGET BRENNAN 4/7/2016