Experiential Opinions: Mash in Marketing Week

Our Managing Director, Chris Wareham, was recently featured in Marketing Week's Experiential Opinions section - explaining how talented staff in-store can increase sales by as much as 25%.

p01_MW_Experiential_Opinions_200214.pdfOur Managing Director, Chris Wareham, was recently featured in Marketing Week’s Experiential Opinions section – explaining how talented staff in-store can increase sales by as much as 25%.

Apparently, the death of the high street has been going on for years, but in reality it is not a death. Rather, it is a metamorphosis – from retail environments focused on having thousands of products available all in one place, to small, customer-centric worlds that place consumer interaction back at the core of the retail experience.

In a world where almost every item imaginable can be ordered online and delivered to your door, retailers are moving away from a model that focuses on quantity towards the original premise of retail – making a considered purchase from someone you know and trust.

The return to a focus on quality interactions is causing the retail world to intersect with the experiential, with many brands choosing to work with talented salespeople in their retail environments to ensure they get the most from their marketing spend.

But why are retailers making such a move? And why do they need to hire specialist staff to perform the demonstrations?

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Chris Wareham