When they’re talking about “engaging the brand” they’re talking about people who enjoy shopping. They’re not just going to the store to buy a replacement bird f

When they’re talking about “engaging the brand” they’re talking about people who enjoy shopping. They’re not just going to the store to buy a replacement bird feeder. They’re going out to the shops to enjoy being in a nice space, be treated courteously, and look for products to buy that will make them feel good. Consumers like that are less and less interested in digging through a thousand brands at a department store and are getting more from a more personal boutique experience where they can get more consistent service and products.