The immersive retail experience is getting in the way of the purchase

This piece was originally featured in AdAge on June 11th, 2019

The other day, I stopped by a Soho store. My visit was meant to be quick, but it turned into an ordeal. It took me forever to find an available store associate, outdone only by time it took to retrieve the item I bought. This didn’t happen at Kmart. It happened at Apple.

I expect a high-level …