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by Kevin Coupe

We write a lot here about the fact that malls increasingly are fighting to remain relevant in a competitive climate that gets tougher every day for bricks-and-mortar retailers.

It is hard to identify the kind of magic that can change this paradigm. But one MNB reader sent me an email about The Shops at South Town in Sandy, Utah, where they’re conjuring up a solution - a Harry Potter-themed event called Christmas in the Wizarding World, described as “a first of its kind retail experience, will be reminiscent of the setting and atmosphere of a wintry Hogsmeade village. Complete with an extensive wand assortment, film-inspired window displays and interactive elements, the themed shopping experience is sure to be a hit with fans of J.K. Rowling’s Wizarding World.”

The event has been developed by Warner Bros. Consumer Products (WBCP) and GES, which produces a touring Harry Potter exhibition.

The thing is, if bricks-and-mortar businesses want to generate traffic and sales, they have to find ways to differentiate themselves, to create compelling reasons for customers to leave their homes.

In other words, work a little magic. It could be an Eye-Opener.
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