Retail expert Rachel Shechtman believes that the future of consumption needs to be more about content and community. She says that shoppers expect price, quality and service as modern need-to-haves. They now crave surprise and delight and we want to be part of something. These insights led her to create a store in the New York neighborhood of Chelsea that acts more like a magazine – a place that presents new products based on rotating themes. In this talk from PSFK CONFERENCE NYC, she explains the mission of ‘Story’ and how she sees the future of retail unfolding.