We all accept that retail has changed, and as part of that change the role the store plays in the shopper's journey has also changed. Once we take away price, convenience and access to product what do you have left? I’m sure you’ve all heard the phrase Experiential Retail and actual cycle retailers and brands have always done this and do a great job of it. Customer are looking for advice, they want to validate their ideas, and they want to touch and feel the product. But there is something deeper that than and I actually think online has done bricks and mortar retailers a favour as its helping us focus back on what really matters to consumers. Customer are looking to connect emotionally. And the strongest connections are always forged face to face and this is something that although they will try, the online experience can’t compete with. One of the best ways to create these connection is through storytelling.