Business
5:32 pm
Wed December 12, 2012

More Shoppers Gravitate Toward 'Brand Stories'

Originally published on Wed December 12, 2012 6:29 pm

This week we are exploring the evolution of the American shopping experience. In the second installment in this series, Audie Cornish explores the influence of the Internet on the brick-and-mortar retail world. Maxwell Gillingham-Ryan, founder of the design website Apartment Therapy, says that as shoppers move online, the physical store has morphed into more of a showroom for products that are later purchased on the Web, and a place to tell a brand's "story."