Imagine making a purchase—a shirt, a hotel room, groceries—and, along with your receipt, receiving a little life coaching or access to a free meditation. These days, brands are working hard to deepen their relationships with consumers, which is why lots of companies—from food retailers to clothing brands to hotel chains—are extending their offerings well beyond their established products to serve up experiences and special services, majoritarily in the wellness space. According to experts, the trend makes sense right now with the popularity of self-care and self-realization. Brands want to be a part of that journey—to attract customers, make a connection, and build loyalty. While this may all seem like just another way to grow the bottom line, often purchases are not required. Plus, the services are typically supported by qualified professionals and developed with the genuine intention of improved well-being.