New Delhi, Nov. 22 -- Being inspiring, consultative, engaging and entertaining are becoming the new normal in retail environments where brands try to stay appealing and relevant to today's consumer

By Surender Gnanaolivu

It is a known fact that retail today has evolved from a 'transactional' service to an 'experiential' one. In a world of multi-channel shopping choices, brands need to deliver value impacting consumer lives in both the physical and digital world with appeal and relevancy. The net value delivered determines the overall perception, often quantified in ratings, of the experience in the public domain, which in turn affects retention and new acquisition of consumers.

It is also a known global fact that the majority of consum...