The retail world has now evolved beyond omni-channel and is truly channel-less, ZUMZ opined in a round table conversation at the ICR Conference, requiring a digital and physical presence that both communicate a retail brand’s unique positioning. In Zumiez’ case, it sees itself as a brand as well as a retailer, and its culture is the most important part of that message. The teen retailer wants to make its stores hubs for communities, helping its self-expressive teen customers share their experiences, anchored by a locally tuned-in store staff that consists mostly of former customers.

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