. ♪ ♪ >>> so that is carly rae jepson, singing about the power of retail shopping. >> i'm listening. worley shows us how we can capitalize on competition. >> reporter: the in-store versus online shopping war has a new battle front. retailers desperately want you off your computer and in their stores across the country are creating experiences in stores that you can't get on your computer. it's called experienceal retail. >> it's about using all of the senses to engage the customer. >> reporter: shopping as entertainment. what does that look like? it is really cold. this is not your typical fitting room. i'm in an eddie bauer store in columbus, ohio. if i were buying this jacket online, i wouldn't know how warm it would keep me. they've created an icebox chilled to as little as 16 degrees so customers can try out their cold weather gear in cold weather, something they definitely can't do online. you guys are trying to turn shopping into almost entertainment, aren't you? >> yeah, we want it to be fun, we want people to relate with our guys in the store and let us help outfit you for yo