The decline of physical retail stores has turned technology as the scapegoat. But, is it really the one to blame? In the era dominated by digital means and millennials, retailing industry has been greatly impacted and how it worked in the past is no longer the same with how it works in the present.
“Retailtainment” or “experiential marketing” has entered the frame and it plays the role as the main lead of the shifting trend in retail industry.
Karen Chelsea SBM 2021 (19018112)
