How holiday virtual stores are delivering data and deeper connections for brands

In Crocs’ holiday store this year, the tree is trimmed, the Christmas lights are twinkling and seasonally appropriate products like fleece-lined clogs and puff boots have been given prime placement. In many ways, the shop looks like any other Crocs retail location—except that this year, consumers do not even need to leave their couches to visit it. Crocs, like a growing number of other retailers, is investing in a virtual holiday store.