Consumers are increasingly shopping online, with ecommerce spending jumping 17 percent in the first quarter of 2012, according to comScore data. Retailers are responding to this increased pressure by changing the way many shoppers think of the traditional retail experience.

For example, Reuters reports that Macy's is now offering customers a virtual concierge service that can make beauty product recommendations. The brand is also updating its flagship location in Manhattan, investing $400 million into renovations.

"The customer is changing dramatically and is wide open to new ways of shopping," Macy's chief executive Terry Lundgren told Reuters last month at a conference in Tucson, Arizona.

Consulting firm Kurt Salmon was quick to add that the retail experience will get smaller, but it will also offer new experiences that leverage cutting-edge technology and other services, much like what Macy's is doing with its virtual concierge.

Other retailers are planning different initiatives. For example, PetSmart will offer overnight dog accommodations at stores, while handbag maker Coach is adding men's sections to more stores this year.

This entry was posted by Retail Pro on Tuesday, May 22nd, 2012 at 9:44 am .