<strong>Retailers need to create an emotive connection, in store and out.</strong>By Peter Burgoyne

Unlike design professionals, the left-brained coders who create today’s omni-channel tools have not spent their lives learning how to use the five senses to manipulate mood in three dimensions. And yet the pixelated experiences that emerge from all those ones and zeros can affect how people feel about brands. So even when the design team crafts an in-store environment that perfectly reflects the brand’s attributes, this could easily be undermined by unfortunate experiences with other channels outside of the store.

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