Promoting an experience-oriented approach through salesroom design
in the Austrian brick-and-mortar textile retail sector
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The Austrian brick-and-mortar textile retail sector is under pressure from increasing market demands, such as online retail and competing companies. Companies must therefore find new strategies to remain commercially viable. One possible measure is to promote the retail experience. This paper highlights the importance of experience orientation in order to identify goals and measures that will bring about sustainable business success.
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