When entertainment enters the store, retailers find themselves fighting in a totally new arena: the leisure industry. This is an already crowded space with many diverse players –think museums, cinemas, restaurants, entertainment venues…- where retailers are finding not only new competitors, but also like-minded business with which they can cooperate. Good partnerships can add traffic to both businesses, while creating new, exciting experiences for the customer. Unexpected collaborations are becoming quite common among innovative players. Japanese casual wear brand Uniqlo teamed up with Starbucks to offer a relax area with coffee and snacks in-store. Urban Outfitters took it a step further and designed its Brooklyn store as a gathering place with a restaurant, a rooftop bar, and even an event space. The place hosts meetups, parties and craft nights – and, almost as an afterthought, it also sells the brand’s apparel. In the future, the footfall in your store will increasingly be determined by the quality and originality of your in-store experience. To attract customers, you will need to create moments and spaces that surprise and engage: unless what you offer is novel and relevant to them, people won’t get out of their pajamas to visit you. The key to delivering the kind of experience your customers crave starts with collecting the right kind of data to understand their needs and being open for fresh initiatives, perhaps in collaboration with like-minded brands. Do you want to know more about what innovative retailers are doing to constantly delight their customers? Read our latest retail trends whitepaper and find out the most innovative brands and trends in present and future retail.