At Shoptalk retail conference, brands found themselves doing more than outlining next moves. Much attention has been given to redefining purpose and even defending their right to continue, in essence proving that Amazon doesn’t have the might to close their doors. As Hilary Milnes outlines for digiday, the strategy here includes investing in private-label products and inventory exclusives while turning physical stores into fulfillment centers. This is just the tip of the iceberg. Head over to digiday to learn more about what Target, Macy’s and others have in store.