Almost 30 years ago I was actively involved in VR and coined the phrase “Experiential Advertising” to talk about the use of VR as a marketing tool. Now, I'm back working with the technology of today and exploring ways that brands and retailers can use this tech to create experiences that allow the consumer to interact with brand messaging.

In June of 2021, Victoria’s Secret officially turned their backs on their Angels and exchanged them for activists. There’s a lot that’s promised. But how is Victoria’s Secret actually changing? And is it too little, too late?

As consumer expectations for what brands “owe” them continues to evolve, to what degree do brands yield to consumer requests versus staying true to their original story?

Our latest walkabout took place in the 5th Avenue/Rockefeller Center area in New York. There was one flagship that stood out among the rest- Five Below. Considering the rent on 5th Ave costs a pretty penny, I was surprised to see a discount store, let alone a flagship discount store, gracing its streets.

If you know me at all, you know how I feel about Oreo's. And if you don't, well, know that there's no way I could pass up a chance to visit the first Oreo Café at American Dream.

Over the last 20 years, the front-end designs of grocery stores have gone through changes to keep up with consumer trends and behaviors. As we (hopefully) look into a post-Covid era, how will value continue to shift definitions for the average consumer?

Sustainability is becoming a core component of how brands must operate. Gone are the days where consumers willingly turn a blind eye to the environmental effects of their purchases. Especially as Gen-Z consumers gain more purchasing power, the ability for brands to ignore their environmental footprint dwindles even further.

As retail experts, we love to comment on all the positives we see within the industry. Unfortunately, not every experience can be that. Shopping can be a fun, joyful experience and this was anything but.

My favorite part of walkabouts is experiencing the true magic of retail. There’s something so unique and memorable about walking into a store that just makes you go “wow.” Why? Because it’s rare.

This has been a hard year for movie theaters, possibly their hardest ever. In October, Variety had a dialogue on the future of theaters.

Whether you grab it every morning or you’re a diehard small-coffee-shop-only fan, there is little to debate when it comes to the incredible success Starbucks has built for itself.

Our latest walkabout had one standout store that everyone was excited about- the On flagship in Noho, NYC. On, a running company founded in Switzerland, opened its first flagship in Noho in December 2020…