For all the benefits of e-commerce, retailers recognise that people still value brick-and-mortar, leading some to craft unique in-store experiences. Canvas8 spoke to Steffen Jahn, assistant professor at the University of Goettingen, to learn how experiential retail impacts brand perceptions.

Social media – in particular, image-led sites such as Instagram – and the rise in the ‘experience economy’ have had a massive impact on the modern hospitality industry. But why are shareable experiences so highly treasured and how has this changed the way people view and use hotels?

People in the UK are spending more on eating out, gym memberships, and entertainment, causing clothing sales to decline, particularly among women. As high street brands feel the squeeze, with some planning store closures over 2018, experiential retail could offer a way to halt the slide.

The simplicity, speed and efficiency of e-commerce has made shopping almost automatic – but it’s removed much of the experience. Brick-and-mortar retailers are now securing their space in the market by providing exciting and engaging shopping experiences.