Content driven store

Content is abundant and changes much faster than merchandiser can identify and bring stuffs into the store, so it makes to re-position the store as a content driven space to drive more foot traffic. So why would someone need to go to a store for content? Wouldn't they be able to assess it on their phones? The same reason why you visit some websites and not others - curation. If you can curate the best, most unique and engaging content and bring it all together into an immerse experience at the store, you've cracked the code.

Caveat: Let's sort out the new norm stuffs first though.