1. Evaluate the shopping experience at Jordan’s. Why is it so successful? Be sure to consider how they have incorporated concepts related to physical and social surroundings, as well as atmospherics. Is there any downside to this approach to retailing?

2. Do you think the appeal of Jordan’s and its attractions is universal across all demographic groups? For example, if Jordan’s were building a new location near colleges, what “shopper-tainment” features would draw college students? Do you believe this would motivate students to purchase furniture from Jordan’s?

3. How has Jordan’s used the brand community around the Boston Red Sox to its advantage? What other communities could it use?

Walk into a Jordan’s Furniture store on a Saturday afternoon. If you have the time, you watch the latest 3-D IMAX movie in a 500-seat theatre before you pick out your new sofa. This might sound like a crazy in-store activity for a furniture store, but events like this are what drive sales at Jordan’s Furniture stores in the Boston area. The company’s slog, “not just a store…an experience,” keeps customers coming every day and literally illustrates the concept of “retailing as theater.”