1. Explain why the 2Es are so important for forward-looking retail planning.

2. What’s the last retailer—physical store or online store— that excited you? Describe what excited you. Did this encourage you to buy more or pay a quick return visit? Why or why not?

3. As a shopper, do you want the retailer to engage with you? Based on your answer, what should the retailer do to cultivate your continuing business?

4. What are the pros and cons of a supermarket’s radically redesigning its store interior and layout?