For generations, companies have created retail environments that enhance the shopping experience and reflect the brand identity. The pulsating music from a hip clothing store. The well-coiffed salespeople in an upscale jeweller. The glossy minimalism of a high-tech showroom.

So what happens when staying at home means shopping on devices? Even if a company’s e-commerce platform delivers a seamless user experience, how can brands evoke a sense of comfort and familiarity for their customers?

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