What: An opinion piece on what is missing in the US retail panorama these days that retailers do not see.

Why it is important: Once again, a US media takes for granted that the department store format is doomed, without realizing that the world of department stores is not limited to the US market, and many innovations are now coming from outside.

The Bass Pro Shops location in downtown Memphis, Tennessee, housed in a massive 32-story metal pyramid, is not just a store; it's an experience. With 535,000 square feet of retail space, it's almost five times the size of the average Walmart. The store features man-made streams, faux cypress trees, and a "lost wilderness" motif that harks back to the old-school department store experience.

This store's grandeur and success highlight a broader trend in retail. While many traditional department stores have struggled and disappeared, there's still a strong demand for well-designed, well-staffed physical stores that offer a unique and pleasant shopping experience. Some recent data points support this:

1. Retail leases are in demand, with more brick-and-mortar stores opening than closing, even in the face of online competition.

1. New stores are often opening in modern or high-end malls in higher-income areas, where customers are less price-sensitive and more willing to pay for quality and a pleasant shopping environment.

1. Some direct-to-consumer brands that initially focused on online sales, such as Warby Parker and Parachute, have accelerated their plans to open physical stores.

1. The Bass Pro Shops example demonstrates that even in a seemingly niche market like outdoor gear, creating an exceptional in-store experience can be a winning strategy.

While online shopping is convenient, it can't fully replace the appeal of in-person shopping. To succeed, retailers need to entice customers into their physical stores by offering something special, whether it's a unique shopping environment, excellent customer service, or exclusive products. The key is to adapt and invest in creating a great in-store experience, catering to the fact that more than 80% of retail purchases in the U.S. are still made in person.

What America needs when it comes to retail: true experience