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Retailers add entertainment to attract shoppers

Posted By -NO AUTHOR- On 12/15/2012 @ 1:08 am In Money | No Comments

(Los Angeles Times) Just putting a price on a product and sticking it on a shelf is so old school.

And with consumers buying more online each year, bricks-and-mortar retailers are working harder to add entertainment to their mix — from American Girl’s scavenger hunts to the Art of Shaving’s product demonstrations.

These experiences are something consumers can’t get from online shopping.

“You can buy a product just about everywhere. They are trying to add a different element so it is not just about the product,” said Wendy Liebmann, chief executive of WSL/Strategic Retail, a retail strategy firm in New York. “They are giving people a reason to play — like Converse, where you can customize your sneaker — making it worth it to go into the store. A sense of place and a place to stay.”


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