Creating the Shopper Journey this Holiday Season

By Tom Ertler for VMSD

 

Creating the Shopper Journey this Holiday Season

Optimistic economic forecasts guarantee nothing. Retailers still must attract demanding shoppers with compelling stories and experiences that outshine their competitors. Ertler opens with a vivid scene from “A Christmas Story”: children gaping in awe at the Higbee’s Christmas window display. Then he describes how retailers can be as ambitious today with their storytelling in their exterior displays as well as throughout their stores.

 

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