Summary: <p>As the role of the physical store continues to transform, retailers are embracing new ways to use it as a complement to their business. Dirty Lemon, digitally native beverage brand, recently opened its fist storefront in New York City—but the space isn’t the average retail outpost.<img class="alignnone size-full wp-image-176251364" src="https://cdn1.psfk.com/wp-content/uploads/2018/11/Zak-Normandin.png" width="1000" height="668"></p> <p>In this show, PSFK Strategist Avery McCaffrey speaks to Dirty Lemon’s founder and CEO Zak Normandin, who explains the innovative store model his business is debuting, including text-to-order service that allows customers to pick up their drinks in a staffless and cashless store, as well as how the space serves as complement to the brand’s strong online presence.</p>
