The “retail-pocalypse” appears to be ebbing as major store brands from Macy’s to Target have enhanced and embraced a range of online/offline strategies such as buy-online/pick-up-instore.

But as GroundTruth CMO Eric Hadley notes in this week’s CMO On The Go episode, it’s not just convenience and ease associated with bringing digital touchpoints to physical businesses that has consumers shopping in stores. It’s something that has inspired e-tailers like Warby Parker, Caspar, Everlane, and even Amazon to pursue a clicks-to-bricks strategy.

Plus: Lauryn Chamberlain tells you everything you need to know about “micro-moments.”