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Differentiation : you won’t miss that store!

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Differentiation in retail is crucial for at least two reasons : first because you need to attract the customers. Second because you need to retain them.

While on a retail tour in Spain this month, we spotted this interesting store in the heart of Valencia (El Picaporte). They have transformed their display window to include a giant water flow that literally jumps to the street and catch pedestrians’ attention.

Certainly a very clever retail innovation. If you want to do the same, don’t forget however to double check with the authorities whether it’s legal and what needs to be done tohave the right to do. You may well need a permit for it.

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Author: Pierre-Nicolas Schwab

Dr. Pierre-Nicolas Schwab is the founder of IntoTheMinds. He specializes in e-commerce, retail and logistics. He is also a research fellow in the marketing department of the Free University of Brussels and acts as a coach for several startups and public organizations. He holds a PhD in Marketing, a MBA in Finance, and a MSc in Chemistry. He can be contacted by email, Linkedin or by phone (+32 486 42 79 42)

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