In the age of e-commerce, defining the role of the store is as daunting as ever. But a brick-and-mortar experience is vital to brand building. A store is still the most important touchpoint between consumer and product, and the right interaction could create a lifetime of loyalty. From Warby Parker’s digital-to-physical evolution to Neiman Marcus Group’s investments in customer service, BoF examines the importance of the store — and how it complements the online experience.
