In an effort to better flesh out what works and what doesn't in today's evolving retail landscape, we dedicate this issue to examining and understanding experience. We begin the issue with an article that started our quest, "Are You Experienced?" for which this issue is named. Originally written in November of 1998, this article represents the beginning of our journey to understand experience and stands as an excellent model and framework for our current thinking on experience in the health and wellness arena. We continue that journey with "The Wellness Experience," which delves further into the implications of experience in the wellness arena. We expand on these insights with current consumer market research taken from our new Healthy Living Series, including issues of emotion and utility in the retail setting and consumer expectations of the shopping trip.
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