Today you can buy almost anything with the click of a mouse, so what’s the incentive for you to go to a store? Looking at how people entertain and educate themselves may hold the answer. In collaboration with Second Story, museums and cultural institutions have been adapting for decades to make the visitor experience more participatory, personal, and connected. As retail environments evolve into experience-based service models, they can adopt a similar approach to meet changing consumer needs, engage customers in innovative ways and increase brand loyalty.