Because of the digitalization that takes place today, the retailing field has changed dramatically. Customers buy online, mainly because of its convenience. Consequently, brick-and-mortar stores are facing competition from online companies leading to that some brick-and-mortar stores have to file for bankruptcy. The literature states that brick-and-mortar stores now have to focus on what happens inside the store in order to generate a pleasant experience. In this context, three different concepts are crucial namely, omni-channels, retail customer experience and customer value.  A concept that has emerged in order to provide a superior customer experience is Mash-up, which focuses on a mix of offerings in one store. The research question focuses on examining how Mash-up influences retail customer experience and customer value in order to see how Mash-up combined with omni-channels can influence store attractiveness. Data was gathered through semi-structured interviews from customers who visited the retail stores O:Hedd and AB Småland. The results show that Mash-up tends to influence retail customer experience and customer value positively. A series of various integrated activities tend to not only have a positive impact on the retail customer experience, but it also tends to satisfy both hedonic and utilitarian value. It also emerged that omni-channels, in terms of click-and-collect, are highly valued by the customers and it indicates that the digitalization has to be taken into consideration. Thus, Mash-up combined with omni-channels will influence store attractiveness positively. Thereby, by adopting Mash-up and considering omni-channels, brick-and-mortar stores will still stand a chance against online companies.

Today, brick-and-mortar retailers are facing changes, as we are moving away from a service economy towards an experience economy. These changes reshape customers´ preferences. Reatilers have shown an inability to adapt to these changes, indicating that there is a need for further insights on the subject. To address this lack of knowledge, this thesis aimed at investigating the customer experience in brick-and-mortar fashion retailers in order to obtain knowledge about how experiential offerings create perceived value and customer satisfaction, which ultimately leads to store attractiveness.  This study focused on investigating the customer experience holistically, by using the "Experience Economy 4E construct" together with three dimensions of perceived experiential value as a theoretical framework. The application of this holistic approach to the customer experience has until now been relatively unexplored, which justify the purpose of this thesis.  This qualitative study was conducted by using six semi-structured interviews. Furthermore, the emprical data collection was analysed using a thematic analysis. This generated valuable insights to which aspects were considered to create positive as well as negative feelings, which consequently affect customer satisfaction and store attractiveness.  The result showed that experiential offerings from brick-and-mortar fashion retailers create perceived experiential value, which in turn leads to customer satisfaction and store attractiveness. Furthermore, the result indicated that educational experiences, esthetic experiences and social interactions are the primary value-creating sources.