The Store WPP

The WPP Global Retail Practice

NRF 2017


by The Store

The 2017 NRF Big Show showcased a number of local retailers who have developed emotional connections through events and experience. The term Campfire culture was proposed as essential for creating meaningful connections with customers. Stores that invite their customers to do things, not simply acquire things stand out.


This theme was also shared in 2014 at a session called "Reimagining Main Street." Rick Caruso, a major retail developer, focused on the evolutionary background of retail and the human need to socialize and talked at length about how retailers need to return their focus to it.


"We are living in a moment of great change, and it's easy to get distracted by the relentless conversation of Internet vs. brick and mortar," he said. "But now more than ever, we need to focus on what has always been and will always be essential to our customer...creating an experience that is memorable."

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