How To Survive As A Brick-And-Mortar Retail Store

It seems like we hear the same news every day about retail stores, and it’s never good news. Sears has expressed doubt about its future. Macy’s is closing stores. The Limited. Ralph Lauren. Now, JCPenney just announced it is closing another 138 stores. Is brick-and-mortar retail dying? Are shopping malls becoming a thing of the past? It certainly looks that way for traditional retailers. To try to understand why, I do what I often do: I asked my graduate students at NYU where I teach Integrated Marketing. They provide great input, and I learn as much from them as they do from me — more, actually. So, how could these stores not be relevant anymore? Read more at Entrepreneur.