In the early 2010s, economists and retailers were ready to declare the brick-and-mortar (B&M) economy dead. However, despite the continued growth of e-commerce and online shopping, retail stores continued to survive and even thrive, with B&M stores raking in nearly 85% of all sales during the 2017 holiday season and traditional e-commerce companies, including Warby Parker and Casper, even opening up their own physical locations. While there are certainly many reasons for this growth, I believe the biggest boon came from innovative practices, embracing technology and creating an experience for customers rather than just providing another place to shop.

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