China is shaping the future of experiential marketing in a digital world, where living and shopping are closely intertwined and mobile purchases happen at any time; Freeman China’s Baris Gencel looks at the implications for brands and retailers.

Why it matters

The future of retail in China is moving from transactional to being relational, experiential and interactional, and brands can use brick-and-mortar stores to impact the overall customer experience by creating omnichannel-friendly experiences and content that add value and deliver engagement benefits.

Takeaways

• “New retail” integrates offline and online channels by optimising their advantages and overcoming their limitations.
• Consumers...