In many ways, children’s toy store Camp is the next iteration of the now-shuttered Toys’R’Us. But instead of offering simply a wide assortment of toy options, Camp relies on creating novel experiences for shoppers as a way to lure them into the store and make purchases.

Just like Shechtman’s former retail venture Story once did, Camp embodies the notion that content and experience can be the most effective way to drive sales. Story was a seasonally rotating concept store and was among the first brick-and-mortar players to embrace the experiential retail.

“People want a high return on investment on their time,” Shechtman said. “Time is something we cannot control or get more of.”

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