The concept of a store used to be simple: it was a place to buy things.
Some retailers are pegging their survival in the Amazon era to the idea that their physical spaces can be much more than that. They care less about the things they sell and more about the experience they provide in doing so—the customer service, the ambience, the activities.
“Consumers know that they can get a power drill…at any one of a hundred places. The products don’t matter,” Forrester retail analyst Brendan Witcher said in an earlier interview. “They need to focus on experience.”