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This is Story is a store in New York that changes its theme every two months, just like a magazine. Merchandising and offer are entirely adapted to the chosen theme, which can be « The holidays », « Design », or « Love »… As an example, for the « Disrupt » theme, the brand has turned to digital: the customer could pay for his water bottle with good hashtags applied to a tweet, and read the description of a book on a digital screen.

‽ This is Story pushes to the extreme the logic of lifestylization, a very strong trend implying that the red thread to follow is the lifestyle of consumers, not the products they buy. Not to forget that one important composant of a successful customer experience is the memory that it leaves in the consumers’ mind…