Creating ‘experiences’ for shoppers has become a must-have for retailers as more distractions compete for consumers’ attention—and wallets. Moving beyond value-driven approaches to marketing, retailers are also finding the benefit of providing unique experiences for their customers, even if those experiences may not have a direct return in the form of a sale or even a website visit. Instead, it’s another way to stay relevant to the consumer—to track down their interests and become a part of their world. To reach the “consumer at the center,” retailers have been forced to re-evaluate the value they provide to the consumer. Here are some of the ways in which retailers are dealing with this shift by offering them new services both online and in-store—plus, a simple and easy way to reach their merchandise when they are finally ready to buy.
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RETAIL DIVE 1/19/2016