In this episode, Dirty Lemon founder and CEO Zak Normandin shares how his health-focused drink brand is opening a text-to-order, checkout-free store in New York city

As the role of the physical store continues to transform, retailers are embracing new ways to use it as a complement to their business. Dirty Lemon, digitally native beverage brand, recently opened its fist storefront in New York City—but the space isn't the average retail outpost.

In this show, PSFK Strategist Avery McCaffrey speaks to Dirty Lemon's founder and CEO Zak Normandin, who explains the innovative store model his business is debuting, including text-to-order service that allows customers to pick up their drinks in a staffless and cashless store, as well as how the space serves as complement to the brand's strong online presence.