Analysis of customer in-store experience at the atrium Macau

This study examines the issue of in-store experience differentiation. Product differentiation in the retail industry in Macau has decreased to a level where alone is not sufficient to sustain competitive advantage anymore. Thus, retailers need to differentiate through other ways, namely through speed and service. This issue is illustrated with the case of The Atrium Macau.
A framework of analysis is developed and titled Differentiation Triangle to represent three Differentiation Tools (people, floor and inventory) and three generic Differentiation Directions (branding, profit maximization, and staff prioritization). The analysis of The Atrium Macau through this perspective suggests that the company should focus on branding and service.