So why experiential marketing at retail? Is traditional media not sufficient for sharing experiences with customers? As media fragmentation and consumer savvy continue to rise, one element in the advertising realm that has remained intact, yet is often overlooked in terms of its communication value, is the retail store itself. The key to creating brand experiences in today's marketplace is looking at the retail store as more than a sales venue. It is an actual medium and consumer touchpoint, and must become more than just a point of distribution.