It’s safe to say that all that talk about the retail apocalypse, whereby online shopping threatened to render brick-and-mortar stores virtually obsolete, turned out to be a tad hyperbolic. Despite Amazon’s ever-tightening grip on the retail industry and consumers’ smartphone-tethered, on-demand purchasing behavior, physical retail still commands nearly 90 percent of U.S. retail sales. Meanwhile, digital-first brands—from Casper mattresses to Allbirds footwear—are taking the brick-and-mortar plunge, opening 850 stores across the country over the next few years. Find out how retailers are redefining the store experience to woo today’s ever-connected shopper.