The retail store is shifting from a place that provides consumers with lots of stuff, to somewhere they go for exciting experiences. Stores have become a medium. Embracing stores as a medium (SaaM) is not only essential to the survival of brick-and-mortar but is also the future of retail. It’s how retailers can stand out from competitors and develop consumer trust and loyalty in a crowded marketplace. Why do you think stores as a medium is important to retail business in the digital world ?