Everyone may be talking about experience these days, but for creative agency CircleSquare that’s no bad thing. Because experience has always been part of its DNA.

Now the rest of the world has caught up with its thinking, it sees the chance to create more inventive, immersive, engaging experiences in retail. And not just any experiences. These are humanised experiences, created by putting how we think and feel as people at the heart of them.

With expertise in everything from store design to branding to travel, CircleSquare certainly has the skills to put this thinking into practice. We spoke to founding partner Philip Handley to find out why you don’t have to change a lot to change the customer experience and where retailers are overly putting their focus.

 

Read the full interview with Cate Trotter on Insider Trends