What makes a retail experience great?

Stories of store closures seem to be near constant, and calls for “the death of retail” or “the end of malls” seem to happen every day. At the same time, a new wave of retailers — often with their roots in e-commerce — are investing in physical presence as their businesses expand and evolve. Our research shows that retail is far from dead. We are instead in the midst of a dramatic reimagining of the retail industry and a shift in both the purpose and the form of physical stores.