Brick-and-Mortar Stores Fight Online Shopping By Going Digital In-Store

brick mSome brick-and-mortar stores are doing all they can to offer high-tech in-store shopping and mimic an online shopping experience to draw more customers in.

Today kicks off the last weekend before Christmas and may actually be the biggest shopping day of the year. Roughly 93 percent of Americans haven’t finished their Christmas shopping by this point, and shopping online may be risky if you hope to get it in time, according to experts.

“There are so many variables,” said Mark Ellwood, author of “Bargain Fever.” “Last year, presents arrived late after Christmas and all you got was an apology.”

But those procrastinators will take heart in the brick-and-mortar stores that are taking inspiration from the ease of online shopping and bringing it to their customers who walk through the door.

For example, Rebecca Minkoff’s new boutique in New York City offers interactive walls equipped with giant touchscreens where shoppers can browse items they want to try on, see complete outfits, look at what people are posting on Instagram about the brand, send items to a dressing room to try on later – even order a drink.  More

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