Lululemon stores, which sell athletic apparel, host free yoga classes and other fitness and social events on a weekly basis. The Nike store in downtown Manhattan includes the Nike+ Basketball Trial Zone where consumers can shoot hoops and test basketball shoes. Samsung 837, located in New York City's Meatpacking District, features a "selfie booth," a Virtual Reality Tunnel, and a full kitchen display complete with digitally enabled appliances.
These are just a few examples of how brick-and-mortar stores are evolving the customer experience in a digital age. When physical locations are part of the greater retail ecosystem, they provide brands...