Waiting area entertainment and co-opetition between brick-and-mortar stores boosts profit

With the popularity of online shopping, it’s no secret brick-and-mortar stores are fighting to stay relevant. Waiting area entertainment is one way they are standing out, because no one likes to wait. New research in the INFORMS journal Manufacturing & Service Operations Management says funding entertainment is no easy task, but one way to offset the price and increase customer experience and revenue is to work with, not against competitors.