The Evolution of the Brick-and-Mortar Shopping Experience

Both have significantly changed how consumers shop. Yes, there's showrooming, which is the act of scanning the UPC of an item in-store and then buying it online. But that seems to have peaked, and the reverse is now happening. Consumers are doing research online but buying in-store. Some are calling it "webrooming." Google called it the Zero Moment of Truth, or ZMOT. One response to the growth of online shopping from major retailers is to experiment with smaller stores. So are smaller stores the future of retail?