Retail Brick-and-Mortar Revitalization in the Digital Age

Brands should follow Neiman Marcus and Sephora's lead in their commitment to transforming the customer experience, both in-store and online.

Wearable innovations like the Apple Watch will fuel further in-store transformations as the opportunities for omnichannel strategy increase. The key component for Apple's store locations has been translating its inspiring product videos and executive presentations into operational excellence and bottom line growth. Apple has developed industry-leading strategy over many years, smoothing out the omnichannel shopping experience. The company's brick-and-mortar success has given Google and Amazon a road map to follow with their own physical retail stores.