ABSTRACT
Mc Nair describes the period of the 1930s as an era witnessed by the shift from production to distribution, and trade moves away from its traditional commercial orientation and begins to actively practice marketing. With experiential marketing, a different conceptualisation of retail prevails - the era of experiences. An experience is orchestrated, and customers are immersed in surprising and extravagant environments. This is a reason why brands are focusing more than ever on designing experiential contexts to differentiate themselves from the competition and to give their customers a space to interact and create memorable experiences, surpassing basic needs.
In today’s focus on ephemeral retailing, brands provide their customers with unique concepts in which they can connect, engage and withdraw a valuable experience. The experiential marketing conception has matured over the years, shifting marketing from the concept of possessions to the concept of acquisitions, highlighting the importance of customer participation in the process. We conclude with the chapter that puts forward experiences in the era of ephemeral retailing.
