Introduction. Actual context of the retail industry. Primary data information. Results of the interview. Analysis and conclusions of the interview. Recommendation for the retailers. Bibliography. Appendixes. List of graphics. List of tables. List of figures.Administrador de EmpresasThis topic was chosen because marketing is taking an important turn, the customer prefers a product no longer simply equal benefit or cost-price-quality, but adds to its operation, the experience before and after use, and fully understands that the purchase process is not simple commercial transaction. Today, if the marketing and product or service provides a pleasant experience, the road to success is closer. For this reason alternative complement born Marketing in an experimental context with the magical alternative to survive in the long run, creating an emotional commitment and a preference for the brand or store.Pregrado