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Call off the bagpipes: announcing the “death of the store” is so last decade. While store closures still make headlines, what we’re witnessing today is something more Darwinian: the evolution of brick and mortar’s purpose.

In our latest — and broadest — consumer survey, The Connected Shoppers Report, we asked 10,000 global shoppers about where, how, and why they like to shop. For a quick preview of their thoughts on the value of brick and mortar, check out this video:

After the craziness of NRF 2020 subsided, I power-walked New York in search of the city’s coolest brick-and-mortar shops to see this evolution in action. To see retail’s finest for yourself, check out the embedded map below.

Here are three different ways stores are evolving to cater to shoppers’ needs.

 

Role #1: Store as discovery hub

Despite having an infinite amount of products available at our fingertips, our study found eight in ten shoppers head to brick-and-mortar shops to discover and evaluate new products. Why? For starters, thumbnail images and product description pages can only get you so far. Our survey found being able to touch and feel products is still the #1 reason to head to a store. And for 62% of shoppers, they walk out with more treasures than intended.

Here are a few NYC shops that promote encourage testing and discovery:

  • B8ta. 20 Hudson Yards, New York, NY 10001.

  • Neighborhood Goods. 75 Ninth Ave., Suite 1A55, New York, NY 10011.

  • Atelier Beauté Chanel. 120.5 Wooster St., New York, NY 10012. 

  • Look for more in our Store Tour Map.

 

 

Role #2: Store as experience hub

Shopping isn’t only about fulfilling practical needs; it’s often an entertaining activity. For the 10,000 global shoppers in our study, the #2 reason to visit a store was for the overall in-store experience. In a landscape where shoppers can buy products from third-party apps and websites, a brick-and-mortar store is one of the few places where brands and retailers can directly control the customer experience. For an engaging — and on-brand — experience, check out these NYC stores:

  • CAMP, The Family Experience Store. 110 Fifth Ave., New York, NY 10011.

  • The Laundress Store. 199 Prince St. New York, NY 10012.

  • Starbucks New York Roastery. 61 Ninth Ave., New York, NY 10011.

  • Sonos Flagship. 101 Greene St., New York, NY 10012.

  • Look for more in our Store Tour Map.

 

Role #3. Store as fulfillment hub

Admittedly, “Fulfillment Hub” doesn’t sound as enticing as “Discovery Center” or “Experience Hub.” But, that’s not to suggest this function is less sought after, 52% of shoppers have arranged shipping for products not available in store. Even silent generation and baby boomers have tried out new fulfillment options: 49% have purchased products online for in-store pickup. And while only 28% of retailers have Buy-Online-Pickup-Instore (BOPIS), those that do saw an 18% higher share of digital revenue during the five days leading up to this past Christmas.

Check out these New York retailers for your fulfillment fix: 

  • Nordstrom Flagship. 235 W. 57th St., New York, NY 10019. 

  • Look for more in our Store Tour Map.


That wraps up our journey through our brick-and-mortar data points and New York City’s sweetest shops. To learn more about how shopping has evolved, check out our Connected Shoppers Report. For more cool stores near you, tune in for upcoming examples from London, Paris, and San Francisco in our Store Tour Map.