This insight, pulled from PSFK's Future of Retail 2019 report, breaks down the value of brick-and-mortar retail for brands across categories

Despite the rise of e-commerce and struggles of traditional retail, the physical store remains important. However, retailers that are successfully leveraging a brick-and-mortar strategy are viewing the stores not solely as a channel to move product, but also as a way to strengthen shoppers’ relationships with their brand and its products, one of the strategies outlined in PSFK's Future of Retail 2019 report.

From providing an experimental testing ground for brand-building strategies to enabling retailers to collect customer data and feedback to further improve their offerings, here are the five most important functions that physical spaces can serve in retail's transforming landscape:

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