French to English Marketing Retail luxury department store

I am translating a text about "Partners" i.e. different brands who sell their goods in a luxury department store in Paris.

Not entirely sure of the intended meaning of "un parcours événementiel" in the below context:

Le Visual Merchanding vient soutenir la visibilité des Partenaires et contribue a créer dans les magasins un parcours événementiel pour les clients


Thanks very much for any ideas you can give!