Experience Industry Challenge 2020

April 24th in Copenhagen, Denmark
One day event for retail professionals to upgrade to Retail 3.0+

How to sign up

Experience Industry Challenge 2020 is a collaborative event taking place in Copenhagen in April 2020. It will gather retail professionals to work together to face the challenges currently present in the retail industry. These challenges include the shortening lifecycle of retail stores, rising competition with online stores, and unmet customer expectations. Leading experts in the Experience Economy will participate and share their knowledge and insights on the matter.

Meet the Experts  

During the event, you will have the opportunity to get firsthand information and guidance from the leading experts in the Experience Economy Joe Pine and Albert Boswijk.

The event is organised and facilitated by AdventureLAB. Your host of the day will be the CEO and founder of AdventureLAB – Klaus Sommer Paulsen.

Joe Pine

Joe Pine (B. Joseph Pine II) is the co-founder of Strategy Horizons LLP and an internationally acclaimed author, speaker, and management advisor to Fortune 500 companies and entrepreneurial start-ups alike.

In 1999, Pine, a global leader in the Experience Economy, and his partner James H. Gilmore wrote the bestseller The Experience Economy: Work is a Theatre & Every Business a Stage, which claims goods and services are no longer enough; today, companies must offer experience—memorable events that engage each customer in an inherently personal way. In 2019, an updated version of The Experience Economy was published, subtitled Competing for Customer Time, Attention, and Money.

To learn more about Joe Pine and his work, click on the logo below.

Albert Boswijk

Albert Boswijk is the founder and managing director of Albert Boswijk Consultants BV and the European Centre for the Experience and Transformation Economy. Boswijk is a leading European expert on the Experience Economy and has 30 years of professional experience in boardroom dynamics, executive teams, executive coaching. He is involved in strategic change for large corporations and manages the edge of human drives in organisations and creates organisational results. 

Boswijk is the author of several publications and co-author of several books. In 2012, Boswijk co-wrote Economy of Experiences, which sheds light on how society is currently searching for new forms of value creation, with Ed Peelen and Steven Olthof. 

To learn more about Albert Boswijk and his work, click on the logo below.

Klaus Sommer Paulsen

The event is organised and facilitated by AdventureLAB – an integrated storytelling and experience design studio located in Aarhus, Denmark that is providing professional training, workshops and talks around the world. 

You will be guided through the program and the workshop by the CEO and Founder of AdventureLAB and Themed Entertainment Association International Board Member – Klaus Sommer Paulsen. 

The AdventureLAB collective is internationally recognised for a multi-disciplinary approach to combining creative strategy, storytelling, experience design, digital innovation and integrated marketing to create unforgettable moments for themed entertainment and branded experiences.

Click on the logo below to learn more about AdventureLAB.

As a participant of EIC2020: Retail you will get access to:

Insights into retail industry challenges and innovative customer in-store experiences.


Insights into the Experience Economy from the leading experts in the field, Joe Pine and Albert Boswijk.

A collaborative workshop to define possible solutions for the identified challenges.


A follow-up report gathering statistics and outcomes of the workshop you can use in your future operations.

Practical Information

– EIC2020: Retail takes place in Copenhagen
– On April 24th, 2020
– Registration opens at 8:30; the last session ends at 18:30
– Attendance is limited to 42 participants

Participation Price
€1350 excl.VAT where applicable

Included in the price is breakfast, lunch, beverages etc.

  Please note, the address of the event will be announced shortly.

2020 Retail challenges  

These obstacles include, but are not limited to:

  • The lifecycle of a retail store is getting shorter by the year
  • Rising competition with online shops
  • Stores are falling short of customer expectations
  • Shopping becomes more of a chore than an experience for customers
  • Declining customer loyalty
Did you know...
Preference of many consumers
One third of consumers would rather wash clothes than visit a retail store
Main frustration of consumers
Usefulness of Store According to Consumers and Retail Executives
 Usefulness of Store According to Consumers and Retail Executives graph
What do consumers want from a store?
What do consumers want from a store chart
These stats were found in Capgemini Consulting’s Making the Digital Connection: Why Physical Retail Stores Need a Reboot

Why you need to participate in EIC2020: Retail

If you’re a retailer, chances are you’re already facing some of the challenges mentioned above. And the great thing about the Experience Industry Challenge 2020 is that you can take action right away with the support of experts and fellow retailer professionals.

Be there! Be the change!

Understand what 21st-century Experience Economy is and how it can help your business
Get first-hand information about the Experience Economy and its benefits for you and your business.
Set the immediate new direction for Retail 3.0+
It is your time to bring your best to the table. Be known as a first-mover and create future innovative opportunities for businesses. Help them grow and sustain the industry.

Become a co-creator of the Retail 3.0+ Report
Your ideas will be gathered in a report summing up the collaboration and will act as a tool to inspire other entrepreneurs to grow their business and transform their mindset.

Interact directly with industry experts
Network with the best experts in the field. Participate in the process together with Joseph Pine and Albert Boswijk. Get the latest experience industry insights and learn about experience design from AdventureLAB.
Make your brand a model for retailers all over the world
Set the direction and be the inspiration for the rest of the world to move retail forward.
Build your Retail 3.0+ network
Grow your network and exchange perspectives with experts across the world. Open the door for new collaboration opportunities with like-minded professionals.
Understand the relationship between leisure and retail
Get an in-depth understanding of the interdependence between the two industries, and why combining them is the key.
Replicate the exercises in your organisation
Use the knowledge you get and pass it on to your employees and colleagues. Become a pioneer, together with your team.

Sign up  

First, you just need to fill out the form with your details below. Then we will get back to you shortly with an invoice, so make sure to write the correct email address. 

Please note that you have the option to pay only 50% of the €1350 registration fee now, and the second half before April 1st. Add a note under the “Tell us…” comments if you would like to benefit from this option.

To receive more information about the event and tickets purchase  – send an email with your questions to: EIC@adventurelabstudio.com

Obtain the Experience Economy Certification and a discount for EIC2020: Retail.
You also have the opportunity to sign up to Joe Pine’s Experience Economy Certification Course, in Copenhagen this April 20-23.

All the participants of the course can attend EIC2020 for a special price of €675.

More about the course and how to sign up

EIC2020: Retail 3.0+

April 24th 2020, Copenhagen, Denmark

Contact: eic@adventurelabstudio.com