Philips Museum © Twycer

A while ago I went shopping in Amsterdam with my seven-year-old daughter. On her initiative; personally, I would rather go to the Kalverstraat during a game of Monopoly than in real life. Yet, this time I was all amazed. Whereas a few years ago the Kalverstraat for me, except for the extreme hustle and bustle, didn’t show any difference with any other city shopping street, this time I was totally captivated by the huge number of flagship stores. I started to realize that you can no longer call yourself a retailer if you don’t have a flagship store on the Kalverstraat.

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About the author

Author profile picture Eveline van Zeeland studied General Economics and Psychology. She is the owner of the Marketing Design Lab and senior lecturer in Research & Technology at HAN. Eveline is author of Basic book Neuromarketing and of the book Marketing Design with Customer Journey Mapping. She is also the author of several scientific papers on the theme of trust.