Guides
In department stores, the experiential event is one of the last levers that still shifts brand perception: 91% of consumers report a more positive view of a brand after attending one.¹ Yet between the announcement email and the checkout, a visitor crosses thirteen steps, and every one of them can end the visit.
This map lays out each step of that journey, the real tension at each stage, and the questions a retail leader should ask before losing a customer they had already convinced.
You’ll find:
The department store is the most complete case: several floors, brand corners, teams that do not report to the same manager. None of the thirteen steps belongs to it exclusively. A beauty masterclass, a private jewellery evening or a vaccination day in petcare run on the same chain, from the announcement email to the post-visit follow-up. Read the map with your own event format in mind.
Download the map and pinpoint the steps where better orchestration changes the outcome.
¹ EventTrack / Event Marketer (2018)
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