Brick-and-mortar stores are now all about experiences—selling stuff is secondary.

Brick-and-mortar stores are now all about experiences—selling stuff is secondary. More retail brands are setting up stores primarily to bond with their customer base, while e-commerce does the heavy sales lifting. For instance, Glossier, who’s always cared about connecting with fans, started online by building their brand up from their blog, and then opened a flagship showroom in New York. Featuring customer service reps in Millennial pink jumpsuits, they say the penthouse store is “like the internet, in real life.” (Fortune, Into The Gloss)