The Challenge: how can retailers convert enjoyment into sales?

In the first of two parts, James Hale, group creative director at Lick Creative examines what retailers can do to ensure the customer experience is converted into the all important sale.
The Challenge: How can retailers convert enjoyment into sales?
Amazon’s inextricable march to retail dominance is on course to gain a 50% share of all e-commerce sales in the US by 2021. The power of transactional, value-driven convenience is never in doubt. However, reassuringly for physical retail, recen