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Increasing the Value of the Retail Store Channel;
• In an increasingly complex omni-channel retail environment, the retail store still plays an important role through offering an in-person brand experience.
• Offering added-value retail services is one strategy that can emphasize the value of visiting a store.
• These added-value services must be strategically tailored to specific customer needs in order to cause a significant impact on customer behaviour.
• There are various factors that contribute to the branding strategy (new brand or co-branded) of added-value services, such as service type, project timeline, and overall objectives.