Bairbre Power: Stores fight back by engaging the customer

Retailers have been making a big effort to increase the in-store shopping experience to run alongside a surge in online sales for clothing outlets such as Debenhams (pictured) and Marks & Spencer

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April 12 2017 2:30 AM

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• Bairbre Power: Stores fight back by engaging the customer

  Independent.ie

  'Value for money' and 'customer service' used to be main buzzwords in Irish retail, but now they have new rivals - 'theatre' and 'experiences'.

  http://www.independent.ie/opinion/comment/bairbre-power-stores-fight-back-by-engaging-the-customer-35615917.html

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'Value for money' and 'customer service' used to be main buzzwords in Irish retail, but now they have new rivals - 'theatre' and 'experiences'.

Now that we've opened the wallets again after a few nervous years, savvy retailers are creating in-store experiences to engage with customers and generate a sense of theatricality and point of difference on the retail landscape.

E-commerce has gained significant momentum and while clever companies offer a seamless, "multi-channel" experience that marries online and in-store purchases, the term "experiential retail" is on the up.

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