The Brand Advantage That Will Lure Shoppers Back to Stores

E-commerce and the pandemic have disrupted brick-and-mortar retail, but new research shows an opportunity for culturally rich brands to leverage in-person shopping to build loyalty. When it comes to items like high-end watches, wine, and designer clothes, customers still want shops where they can immerse themselves in a brand’s culture and learn more from knowledgeable employees. The authors discuss winners and losers in traditional retail and how stores might transform to meet customer needs.