Retailers are under increasing pressure to find ways of drawing customers away from their computers and into their stores.
One retailer that has embraced the idea of evolution in particular is Waterstones.
We visited its Tottenham Court Road store, which was refurbished in December to make it more experiential.
It now has two coffee shops, a cocktail bar, a pop-up cinema and open space to accommodate events such as the recently hosted lunchtime readings for the Baileys Women’s Prize for Fiction 2016.
We spoke to cluster leader Zain Mahmood about the importance of these events for driving footfall, and how this store has been specifically designed with that in mind.