The Shinola brand was dead and buried less than a decade ago, but it’s now thriving as a modern exemplar of American cool, selling artisan goods hand-made in Detroit. Yet with authenticity so important to many shoppers, why aren’t people complaining about its manufactured heritage?

One advantage of shopping for clothes in person is the ability to explore a range of items; but for many, speedy online delivery services trump the appeal of wide choice. Zara's concept store blends these two experiences, allowing shoppers to try and buy before delivering to their door.

Customer loyalty is not something retailers can afford to take for granted. With only 3% of people saying they feel devoted to their favourite brands, it’s become the norm to shop around for the best deals and ‘cheat’ on one’s usual label of choice. Although consumers still see some of the benefits of loyalty – about eight in ten Americans say loyalty schemes make them more likely to build a relationship with a brand – they are easily swayed to other schemes that offer improved perks, with the average American holding over 14 memberships, up from an average of 11 in 2014. In exchange for their loyalty, people now demand personalisation, consistently good value, and for brands to potentially simplify their life.

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.