In a 2014 Forbes article, Josh Linker states that "only 26% of companies have a well-developed strategy in place for improving customer experience, presenting an obvious opportunity to leave 74% of your competition in the dust." Four-years later, for many, the battle is still being fought.
Stores help to legitimize online brands while giving them a street-level presence. Additionally, consumers today are endlessly hungry for experience, no screens attached.
"The goal is not so much immediate revenue as it is promotion and data collection, mapping the internet’s capacity for surveillance onto physical retail space ... Pop-up retail tickles the parts of one’s brain that likes new things. The tighter the time frame, the reasoning goes, the longer the lines. "