Trends Report

The Future Of The Digital Store

Retailers Must Apply A 6E Strategy To Create Purpose-Designed Stores

October 25th, 2023
Brendan Witcher, VP, Principal Analyst
Brendan Witcher VP, Principal Analyst
With contributors:
Fiona Swerdlow , Taylor Hansen , Christine Turley

Summary

For retailers, the future of buying must include a proactive strategy for creating stores designed to win, serve, and retain channel-agnostic, digitally savvy consumers. Why? Stores already support numerous cross-channel paths to purchase, and consumers are now evaluating in-store experiences using standards that they historically reserved for online experiences. This report outlines how retailers must use a 6E strategy — engage, emulate, expand, empower, execute, and enable — to build purpose-designed physical locations that are structured to deliver meaningful improvements to customer experiences, achieve operational excellence, and drive specific business outcomes.

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