For all the benefits of e-commerce, retailers recognise that people still value brick-and-mortar, leading some to craft unique in-store experiences. Canvas8 spoke to Steffen Jahn, assistant professor at the University of Goettingen, to learn how experiential retail impacts brand perceptions.
Steffen Jahn is an assistant professor of marketing and chair of marketing and consumer behaviour at the University of Goettingen, Germany. His research interests include experiential marketing, motivation and self-regulation.