How J.C. Penney is Changing the Retail Model

Brick-and-mortar retailers need to stop striving to win the price war against their online competitors. Instead, they should create an immersive retail experience by changing their approach and adding mobile, social and digital resources to their stores. Immersion pertains to new modes of engagement and leverages digital technology or images that deeply involve one's senses and may create an altered mental state. In this case, the altered mental state is a change in perception of the value of the in-store experience, purchasing decision and ongoing loyalty. If executed effectively, an immersive retail experience will result in increased brand recognition, equity and loyalty, not to mention higher sales, repeat visits and a long-term relationships.