Creative managing director of FRCH design and architecture firm explains how it reinvented the homegoods retailer's store format, leaning into experiential and revamping checkout to enable a more engaging and streamlined customer journey

Increasingly, the physical store is functioning as a tool for brands and retailers to interact with shoppers, engaging and entertaining them, in order to build strong, emotional connections in a way that they cannot do online. Retailers are experimenting with new, flexible retail formats, developing fresh visual identities that tell a brand story through design, implementing in-store technology to make the store experience more responsive and dedicating less floor space to inventory and more to offering services that add value and support ecommerce operations.

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