Brand retail presence: Shopping as art form

Ian P Buckingham and Chris Hill

There is a clear relationship between the purchasing environment and employee and customer behaviour but the impact that the operating and shopping environment has on the ability of brands to deliver on their promises to customers and stakeholders, has been underestimated.

Brand retail presence: Shopping as art form

Ian P Buckingham and Chris Hillbring yourself 2 work and M Worldwide

Retail stores need to offer a pleasurable, sociable customer experience, akin to an art gallery visit, to add something different to e-tail shopping online.

In my first book, Brand Engagement,I made the bold assertion that 'brands are 20% physical and 80% behavioural', implying that HR, communications and marketing departments really should collaborate more. Regardless of whether you're a designer, a behaviouralist, a comms specialist or so-called social media junkie, there is a very clear relationship between the purchasing...

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