The contemporary retail landscape is in flux, and there is a growing perception that shopping at bricks and mortar stores is more expensive and time-consuming than shopping online. For music, illegal downloading and streaming have restructured the retail landscape and put thousands of record shops out of business. Yet, some retailers remain attractive consumption spaces. Drawing on a qualitative case study of independent record shops in Stockholm, this article considers three value-creating strategies that sustain these physical retailers in the digital age: cultivating in-store consumer experiences, creating value through curation, and tapping into global markets by going online.
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