Over the past five years, the retail industry has been turbulent to say the least. Brands are being rocked by forces all around them—shifts in shopper behaviors, generational preferences and local nuances to name a few. Simply put the old prototype store model doesn’t work anymore. It’s too inflexible and tone deaf to serve the needs of today’s customer yet brands are having a hard time letting them go. Lee Peterson and Elaine Kleinschmidt, EVP Strategy & Experience Design at WD Partners, discuss what these radical shifts means for today’s brands and what changes should be made.
