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, evolving retail landscape, over which e-commerce behemoths like Amazon loom. While the vast majority of retail sales still take place in brick-and-mortar stores, the proverbial ground has drastically shifted under the feet of brands, making it essential for them to find new ways to draw customers into the store and keep them coming back.