It's about creating an entirely new experience.

Thinking about why shopping remains an attractive proposition, not just a utilitarian task, when it happens online or in urban environments provides a point along the continuum brick and mortar retailers can use to truly start thinking differently.

Best Buy did an excellent job getting consumers to its mobile app as well as its physical stores on Black Friday. That was a bright spot. But, again, that's one ingredient of a larger, yet-to-be-defined experience.

There's got to be a way to tie it all together. These experiences.

The next generation of retailers will create entirely new experiences. Ones that did not exist before they conceived them. Just like Amazon did when it paid for Best Buy's still-empty (though not for long) cemetery plot.

Rocco Pendola is TheStreet's Director of Social Media. Pendola's daily contributions to TheStreet frequently appear on CNBC and at various top online properties, such as Forbes.

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