9 February 2006

Do Stores Really Need Rock Bands?

Sure, live music and latte bars add fun and excitement to the shopping experience. But do they build customer relationships?

by William J. McEwen
Author of Married to the Brand (Gallup Press, 2005) and coauthor of the Harvard Business Review article "Inside the Mind of the Chinese Consumer"
Live bands and latte bars have become all the rage at retail stores that are trying to add hype to the shopping experience. These bells and whistles may draw shoppers in the door, but do they really strengthen customer relationships?
William J. McEwen, Ph.D., is Global Practice Leader for Gallup's Brand Management practice. He is the author of Married to the Brand (Gallup Press, 2005) and coauthor of the Harvard Business Review article "Inside the Mind of the Chinese Consumer."
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