The Boston Globe

25 November 2014

Reflecting on the festive window displays at Macy’s this holiday season, Madison Riley, managing partner of Kurt Salmon’s North America Retail and Consumer Group, told The Boston Globe that the expense is worth it for many retailers because the displays make the in-store experience stand out from online shopping. Riley explains, “The experience of going shopping on a busy day over the holidays is still a fun and exciting thing to do. Retailers do this because they recognize that part of their brand includes the scene and the event, the actual sights, sounds, and smells of being in a store. That’s still very important.”

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