Rachel Shechtman: Why The Brand Consumer Relationship Is Like Dating [PSFK 2013]

Rachel Shechtman: Why The Brand Consumer Relationship Is Like Dating [PSFK 2013]

The founder of STORY shares her thoughts on what she believes is the future of e-commerce.

Betsy Mead
  • 12 april 2013

As part of the run-up to PSFK CONFERENCE 2013 in New York this April, PSFK will be publishing a series of short interviews with speakers to give a taste of what will be discussed in this meeting of creative minds. Rachel Shechtman is the creator of STORY, a new retail concept, and founder of CubeVentures, a retail consulting organization. She spoke to PSFK about the progress she has seen in STORY since presenting at PSFK CONFERENCE NYC 2012 and what she has planned for its future.

Since you last came in and presented your store STORY how many iterations have you created?


What is your biggest learning about the store-as-magazine concept?

If you build it, they will come.

Best memory?

Hmmm.  SO MANY!  The one that sticks out is the moment I realized when the concept of ‘audience’ didn’t need to be a narrow demographic.  It was when I was watching a 10 yr old girl and her mom, a couple in their 30’s on a date, a 50-something yr old women and an additional twenty other diverse individuals all at the same event at STORY, equally engaged, enthralled and happy. What event?  Fresh Pasta Making with Nona Carolina during STORY NEW YORK.   It was then that it all crystalized – we are a dating service using storytelling as our matchmaker between brands and consumers. Another one that sticks out is a couple getting their wedding picture taken in STORY.  Or multiple customers bringing us holiday gifts.  Basically what they all share is an overwhelming and real sense of community!

What was the surprise hit product?

Mark Bittman’s The Mini Minimalist set of cookbooks – Amazon watch out!

What’s next?

You don’t know what is on the cover of a magazine…. So we can’t tell you the next STORY.  However, what I can tell you is that we are currently telling an ART STORY in partnership with and within the next six months we will be launching e-commerce; and in the same way our spin on retail is a little different, so will our interactive commerce experience.  Stay tuned!

Thanks Rachel!

To learn more about PSFK CONFERENCE 2013, click here, and to watch the live stream go to, where the action will be live until 5:30pm EST.



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