Putting the fun back into high street shopping

Following on from his previous blog, James Hale, group creative director at Lick Creative looks at a variety of retailers are doing to ensure customer experience is converted into the all important sale. 
Here, James looks are at some examples of the best innovations in retail experiential activations throughout 2017 and 2018.
Topshop
Topshop put on a summer long activation called Splash! This event cleverly combined experiences, stunts and pop-ups to engage, surprise and delight customers.