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,...