# Professor Alixandra Barasch explains why retailers are investing in unique in-store customer experiences

1 Faculty News November 25, 2018 ![amNewYork logo](/sites/default/files/styles/246w/public/assets/images/con_047171.jpg?itok=hgocihsv)>

Excerpt from [amNewYork](https://www.amny.com/news/retail-pop-ups-nyc-1.23892462)-- "'The extra utility that consumers get from experiencing and playing ... it's almost like an artistic expression,' she added. 'In terms of getting people into physical stores, this is necessary. It's innovation that this is coming out of a dying medium, they have to.'"

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