While I was in Manhattan for the National Retail Federation Big Show in January, I took the opportunity to tour a few retail locations. For the purposes of retail customer engagement, co-creation is when the customer actively contributes to the outcome, whether that outcome is a transaction or an experience, or something else entirely. At the most basic level of passive participation, co-creation involves configuring a product from a set of choices. This limitation of immersive, active participation experiences should in no way deter retailers and brands from doing more to explore the co-creation options within retail. When retailers talk about customer engagement, what they really need to be thinking about is “How do I create something memorable for my customer?”, ideally a good memory.

Source: Forbes January 31, 2017 14:31 UTC