View article

In order to enhance consumers' emotional connections to the brand and provide a point of differentiation in a hyper-competitive environment, retailers have increasingly turned their attention to creating memorable retail experiences, which appeal to consumers at a physical and psychological level. For example, in 2001 Apple changed direction and initiated the retailing of experience offer through the Apple Store Experience. With the aim of switching customers to Apple (as well as enhancing the relationship with current consumers), the themed stores allow customers to interact, learn and experience the values of the brand through in-store design features and staff service. More importantly, rather than having products arranged via category (ie printers, software, digital camera, iPods, monitors, cases, etc.), merchandise is combined and arranged according to how consumers might use the equipment in their …