The Age Of Experience: A Qualitative Study of the Revitalisation of the Customer’s Physical Retail Experience based on the Example of IKEA
The entire retail industry is facing drastic changes at the moment: topics such as personalisation and omni-channel are on each management agenda. Additionally, new retail store concepts are continually popping up, and the changing role of store associates causes concerns. In particular, physical retailers are struggling on how to reinvent the physical store by changing the store’s main purpose. T
