Brand retail presence: Shopping as art form

Ian P Buckingham and Chris Hill
bring 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 environment and employee and customer behaviour. The impact the operating and shopping environment has on the ability of the brands to deliver on the range of promises made to customers and important stakeholders is often under-estimated.