As reported in Stores: “‘In the next few years, we’ll see the evolution of value vs. experience,’ says Florian Vollmer, principal and senior vice-president, design for strategy and design consultancy Info Retail. He uses Starbucks as an example. When it debuted, ‘coffee was less than a dollar a cup. But Starbucks created an experience around coffee, and suddenly [it] is worth three, four, even five dollars.’”

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