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The document discusses strategies for improving retail experiences. It suggests that retailers have misunderstood the problems of declining foot traffic and attracting millennials. Specifically, retailers have focused on showrooming and price competition rather than improving relational, experiential, applicable and learner-based (R.E.A.L.) experiences. Case studies of successful retailers like Home Depot, Tattered Cover and Sur La Table demonstrate how focusing on the R.E.A.L. framework can help transform retail experiences and engage customers.