How retailers are defending their reason for existing in the Amazon age

Macy’s and peers like Nordstrom, big box retailers like Target, and other traditional brick-and-mortar stores like Ulta are repositioning as they figure out what they can leverage in the age of Amazon to keep customers from straying. They may not be able to beat Amazon, but, the goal is, they can prove that Amazon hasn’t squashed their ability to stay in business. The strategy is to invest in private-label and other inventory exclusives, turn physical stores into fulfillment centers, position in-store employees as category experts and drive participation in loyalty programs, while continuing to invest in e-commerce and mobile commerce capabilities.