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.

One advantage of shopping for clothes in person is the ability to explore a range of items; but for many, speedy online delivery services trump the appeal of wide choice. Zara's concept store blends these two experiences, allowing shoppers to try and buy before delivering to their door.

As people increasingly turn their back on the high street, for the ease of e-commerce, retailers are looking for ways to lure customers back into physical stores. Jisp is a mobile app that's reinvigorating the high street by incorporating the best bits of online shopping.