Creating a retail brand experience

Mike Flynn

Mike Flynn gives an overview of retailing. He identifies two perspectives, the first is to engineer stores to maximise sales, the second is to treat retailing as a brand.

Creating A Retail Brand Experience

Mike FlynnFlynn Consulting

Let us take a brief tour of a couple of stores in a shopping mall. The first one we enter is a shoe store. The merchandise is neatly displayed so that you can see it, even touch it. The styles are trendy and the prices quite affordable. The sales clerk is pleasant and not pushy. But something does not seem quite right.

Then we wander a few stores down, to a clothing store. As we walk in we hear no, feel the music. We notice some parts of the...

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