Using Storytelling to Create Memorable Experiences and Increase Profits

A good story captivates us like nothing else. But what does that look like in a brick-and-mortar retail world? We have a tendency to give people the facts about our products and services without trying to capture their hearts and imaginations. We use logic. But is it logical to pay $5 for a cup of coffee? No, but we buy into the brand story and rationalize it. Learn how you can create a profitable narrative in your own brick-and-mortar space.


Christiana DiMattesa | Senior Retail Marketing Manager | Under Armour

Christiana DiMattesa oversees Under Armour’s North America direct-to-consumer retail marketing team inclusive of marketing strategy, operations, in-store experience, and event activations. Christiana has spent 20 years working within the retail space and has a passion to utilize technology to change the interactive landscape of the retail environment. She has been with Under Armour since August 2014 and previously held marketing roles with Ann Inc. and Foot Locker.

Ed King | VP of Strategy | MaxMedia

Ed King, VP of Strategy at MaxMedia, a retail innovation agency. A student of human behavior and natural storyteller, Ed King has engaged customers for companies like AT&T, The Home Depot, La Quinta, Porsche, Reebok, and Shell by taking a scientific approach to understanding why people act, behave, shop, purchase and remain loyal to certain brands. Ed knows that it takes both data and creativity to craft memorable, meaningful experiences that customers crave. The tools he uses range from the fantastical to the practical, but one thing is for sure…he is the biggest advocate that a consumer could ask for.

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