She focuses particularly on the immersive experience of Comic-Con. 'Everyone wants to learn, explore and purchase.' 'Too many retailers,' she suggests, 'focus on the purchase step.' Of course, there are reasons why retailers 'focus on the purchase step.' The definition of retailing is selling to the ultimate consumer. And given the prevailing business model, whereby the retailers own the inventory, you bet they focus on selling those goods! Could – or should! – that business model change? - Could a retail store be like Comic-Con or Disneyland or other 'immersive experiences', and charge admission? - Or, could retailers levy a fee on their suppliers , and be compensated for featuring their products in a compelling retail experience? - Or.... Retailing is forever adapting, adjusting, reacting, changing, evolving. And retailers are well-served to recognize and apply good ideas wherever they can find them. We agree; Comic-Con has many lessons to offer retailers – on the 'theater of retailing.' But in the meantime, retailers are well-advised to continue their focus on 'the purchase step.' Theater is great, but it's nothing without adequate sales. Those retailers who forget that may well end up like Comic-Con, whose stated mission, after all, is to be 'a non-profit educational corporation.' --- * see 'Lessons from Comic-Con – the world's biggest pop-up store.' Patricia Vekich Waldron, Retail Wire, July 25, 2018.