Chapter 12 Re-enchantment of retailing

KEY POINTS ■

Marketing strategies should include a consumption re-enchantment concept.

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This re-enchantment can revolve around spectacular, but also ordinary, phenomena (“street corner re-enchantment”).

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Surprisingly, discounters can be positioned as experience providers.

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Flagship stores have been positioning themselves in the space between experiential marketing and brand management.

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Commercial spaces should be designed via a hybridization of varying experiential dimensions.