Nike has launched a new flagship store called 'The House of Innovation 000' in midtown NYC. The sportswear brand says it’s their most innovative store yet, with a store design that promises a more seamless shopping experience and a concept that pushes personalisation above all else.

For all the benefits of e-commerce, retailers recognise that people still value brick-and-mortar, leading some to craft unique in-store experiences. Canvas8 spoke to Steffen Jahn, assistant professor at the University of Goettingen, to learn how experiential retail impacts brand perceptions.

Macy's new in-store virtual reality system lets customers design and walk through a 3D living room – and then buy the furniture. The company plans to roll-out the programme in 90 stores by early 2019 and is also launching an augmented reality app to allow customers to explore furniture at home.

Research shows that a personalised product is something people are willing to buy into, with 40% even saying they’d provide personal data to get a tailored experience. As a result, brands run the risk of turning customers off if they fail to deliver an offering that isn’t hyper-relevant to them.