“ Physical retail is in crisis.” Far from being a pessimistic view, this is the diagnosis of Philip Kotler and Giuseppe Stigliano, two leading figures in contemporary marketing . According to these experts, traditional commerce will not disappear, but it will have to be radically transformed, driven by the rise of e-commerce and marketplaces : it will no longer be enough to simply sell products; it will be necessary to transform stores into spaces for memorable experiences.

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