More Shoppers Gravitate Toward 'Brand Stories'

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."