In today’s competitive environment, successful retail is about creating an experience.

At  A Darkness Lovely, a metaphysical and esoteric boutique in Galena, Illinois, co-owners Robyn Davis and Ted Williams have turned their shop into a multi-sensory experience, blending retail and storytelling with their haunted tour business that explores the town’s rich paranormal history.

With moody lighting, themed displays, and interactive events, they’ve reimagined what it means to be a destination store.

If you’re looking to increase customer engagement, loyalty, and foot traffic, click the button below to read seven actionable ways to make your store an unforgettable experience.