Amazon’s Brick-and-Mortar Store Shouldn’t Come as a Surprise

Did you do a double-take when you heard that Amazon's opening an actual brick-and-mortar outlet? The web's biggest store, the one that has posed such a threat to traditional retailers, is planning to open an outlet right in the heart of New York City, just footsteps from that department store grande dame, Macy's. Actually, it's not as surprising as you might think. As Darrell K. Rigby, a partner at Bain, explains in a recent HBR feature, many retailers are now combining digital and physical consumer experiences.