As consumers increasingly spend on experiences, often at the expense of physical products, brands, retailers and real estate professionals must shift their priorities to stake out new relevance in this economy, whether they supplement an experience, add convenience to an experience, or become an experience in and of themselves. Some younger brands are building themselves from scratch for the experience economy, but if they reconstitute their resources, pre-existing companies can also tap into the experiential side of business and its burgeoning customer base. This Playbook accompanies Points of Departure: How brands, retailers and real estate developers are meeting customers on the go. 

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