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Style and Statistics by Brittany Bullard

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Chapter 7 In-Store Experience

Technology is ever evolving, and customers are able to shop any which way they choose. It is becoming more and more convenient to shop online. I have a young son and the idea of going into a store with him makes me cringe. It is always hit or miss with him. Sometimes he’s a great personal shopper. His fashion icon is Chuck Bass from Gossip Girl, so I think he has the potential to be a very well dressed young man one day. But it can also turn into a battle with bribery being the only way to get out of the store. When I am shopping on my own, I enjoy the experience, and so do many other people. In-store shopping is transforming into in-store experiences. It is all about creating an enjoyable time for customers to take time out of their day to visit a store.

Years ago, people got style tips and ideas through trips to the mall. Today social media and fashion blogs have become outlets for individuals to express their style, share with others, and cultivate their own sense of fashion. Specialty stores and retailers are creating in-store experiences to compete with the social media world. Visual merchandising, creating a visual environment that draws customers, was the first step toward creating these in-store experiences. The idea of creating a great ambience was the beginning of creating in-store experiences.

Although social media is on the rise, customers still love to shop in actual stores. Around 10% of sales are done online on average; for millennials, ...

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