Retail, as it is widely practiced today, seems rigid & dusty. It lacks creativity and innovation. Cross-sector synergies between brands and businesses with similar values and target audiences are hardly ever created in conventional spaces. The touch points between B2C customers and brands are becoming more and more impersonal and are increasingly shifting to the digital world.

Brands & companies that want to retain their customers emotionally and in the long term through an "experience culture" must focus on professional, face-to-face interactions with a genuine value-add.