So where do brands get experiential retail wrong? For Aroma-Zone, it's confusing experience with entertainment

So where do brands get experiential retail wrong? For Aroma-Zone, it's confusing experience with entertainment: when a customer walks into a store, they want an answer, not a show, and entertainment alone rarely builds a lasting relationship. For Arket, the risk is straying off brand: adding experiential elements that don't align with who the brand is undermines trust rather than building it. Their full take on trust, experience, and where the line sits is coming soon.