The Rise of Experiential in Retail
Daily news stories tell us that the UK high street has been having a hard time. 2019 is crucially about retail brands reevaluating their offer to survive their many challenges. E-commerce has increasingly offered convenience and personalisation; traditional ‘bricks and mortar’ stores are now responding to their consumers, who are moving away from just shopping in-store for products and seeking a more engaging experience. Retailers have entered a new age of experiential retail, driven by millennials’ preference for experience over things.