It seems that the in-store is making a comeback, despite predictions of its possible demise as the popularity of e-commerce rises. There are suggestions that Amazon, a key player in the world of online shopping, is even planning to open up hundreds of brick and mortar locations. So, what’s causing this shift? It comes down to the ‘Ex’ factor- the experience that a customer can get in-store simply cannot be matched by online retailers as discussed by here.