Tracing the past for retail’s tomorrow

Research examining the key milestones in the evolution of customer experience at the point of sale to try anticipating the store of the future has pointed towards emotion as the key component of instore retail. Conducted by Bruno Daucé, professor and researcher in retail and marketing at the University of Angers, France and CX firm Mood Media, which works with F500 retailers around the globe, the study divided the history of instore customer experience into eight major periods over three cen

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