Apple is a leading example, with a refined store experience that attracts casual shoppers through the environment and customer and technical service it offers.
Penney attempted a complete transformation of its brand promise yet failed to infuse every customer touch-point the merchandising, marketing, customer service and store environment with its new character.
This environment lets employees know their work matters, allows them to do what they think is best to solve customer problems and provides a collegial environment where information sharing is encouraged.