“If digital media and editorial companies tell stories with articles and pictures, we tell stories with merchandising and events,” said Shechtman in her keynote.
The presentation laid out STORY’s unique business model that puts narrative aspects into the shopping experience. STORY’s experiential retail efforts aim to highlight collaborations and unique shopping opportunities in place of the traditional brick-and-mortar retail experience. The company’s novel approach has already seen success with partnerships with brands like
Shechtman explained her experience working with brands as one of constant testing and experimentation. She credited her partners for being willing to take
“I tell [partners], ‘We’ll be your guinea pigs, we’ve got to give it a try anyway,” continued Shechtman.
Shechtman ended her speech with a call to arms for the licensing industry. She asked the collection of industry thought leaders to follow in the success of STORY’s collaborations and start expanding how they see the traditional retail experience.
“As an industry, I’m challenging us not to look at sales per square foot, but to experience per square foot,” she said.
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