Reimagining the in-store customer experience

Brands in the US are transforming brick-and-mortar stored for bottom-line success.

How brands are transforming brick-and-mortar for bottom-line success.

In May, Macy's announced its acquisition of the New York-based concept shop Story, which focuses on curated, rotating shopping experiences with different themes every few months. In a note to clients, analyst Oliver Chen of Cowen & Co. said that the five-year-old pop-up model "represents the future of retail – curation, editorial storytelling, interactive events and displays ... and will help amplify Macy's Instagrammable moments and help connect with millennial shoppers."

This is just the latest example of a venerable brand looking to respond to the realities of today's volatile,...

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