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Why retail ‘experience’ is jargon

Creating retail experiences is essential for successful brick and mortar today, but it’s not a silver bullet, explains Jess Christie, chief brand officer of, on the latest episode of the Innovators podcast. 

This is a luxury retailer that opened a new physical store in London’s Mayfair last year and hosted more than 100 different events in its first 9 months. If anyone knows what it takes to pull this sort of thing off, it’s Christie. 

“I think everyone should be doing it, but I think the problem is that you can’t just say we’re all going to do experiences, and then say that means we’re going to do loads of ‘in-conversations’ and that’s what an experience is, and then be cookie cutter. You have to really challenge yourself to know what your brand is, who your customer is, and what would engage and inspire them,” she explains.  

Indeed, by not thinking like this, the word ‘experience’ in itself has become almost meaningless, Christie suggests. It’s overused and often without direction – believed by many to be the answer to saving a challenged industry. Which is why we see everything from yoga classes to floristry workshops and ball pits taking over shop windows. 

A recent study shows that one-third of chief marketing officers will dedicate up to 50% of their budgets to experiential marketing over the next five years. The winners will be those who, as suggested by Christie, don’t just think of it as a silver bullet. 

There are of course examples of this truly working in the market. Apple, Nike and Lululemon have all made a name for themselves for their approach. is now taking its strategy on tour around the world. 

Jess Christie, Chief Brand Officer at & Rachel Arthur, co-founder & chief innovation officer at Current Global

Join us for this live conversation with Christie held at a FashMash event in London as we explore her view on all things experiences, as well as what it means to think about personal shopping through the eyes of technology today, and the role content plays in connecting online and offline together.

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Catch up with all of our episodes of the Innovators podcast by the Current Global here. The series is a weekly conversation with visionaries, executives and entrepreneurs. It’s backed by the Current Global, a consultancy transforming how consumer retail brands intersect with technology. We deliver innovative integrations and experiences, powered by a network of top technologies and startups. Get in touch to learn more.