When COVID-19 lockdowns shuttered brick-and-mortar stores, people flocked to e-commerce like never before: IBM estimates that the pandemic accelerated the consumer shift from shopping in person to shopping online by five years. Many of the companies that stood out in this environment innovated to create a seamless experience between physical and digital spaces, building communities as well as customer bases. Nike made its Training Club app free and built a loyal following. Ulta enabled customers to try on makeup with AR and experiment with beauty products, even while on lockdown. Canada Goose created special cold rooms in its physical stores so that customers can see feel how its jackets really perform. And Shopify empowered retailers both small and large to reach customers wherever they may be, from TikTok to Main Street. In the brave new world of retail, consumers expect immersive, seamless experiences however they choose to connect with a brand. Read more at Fast Company.