What Makes Stores Worth Visiting?

In this episode of the Future Commerce podcast, Phillip Jackson and Brian discuss the concept of "return on experience" (ROE) in retail with guests Kate Fannin and Alicia Esposito. They explore how brands can create engaging in-store experiences that foster customer loyalty and word-of-mouth marketing, rather than solely focusing on immediate conversions. Kate shares insights from her analysis of various retail stores, including SKIMS and Swatch, highlighting the importance of brand storytelling, sensory appeal, and customer engagement. The panel also touches on the role of pop-up shops, the challenges of measuring ROE, and future trends in retail, emphasizing the need for brands to prioritize the customer experience and build trust.