In response to ongoing research that suggests that the slower people shop, the more they spend, retail companies are beginning to employ new techniques aimed at slowing down the shopping experience. While it may seem to make intuitive sense that people tend to buy more if they spend a longer amount of time in a store, this conclusion is a fairly recent development. With the initial rise in online shopping, stores initially became focused on speeding up the in-store shopping process in order to compete. Now, The Wall Street Journal reports, we are seeing a growing reversal of this trend as retail companies are attempting to "capture U.S. consumers' growing preference for experiences.