Retailers in the US, like Macy’s and Kohl’s, have sought new partnerships and other tie-ups to appeal to shoppers. Last year, Kohl’s, for instance, has expanded to about 100 stores where Amazon customers can return their Amazon-bought items to Kohl’s to be packaged and shipped back for free.

Kohl’s is also looking at downsizing its store size of an average of about 90,000 sq ft to about 60,000 sq ft with the remaining space to be leased to fitness centers or other retailers. The point is to have a neighbor who will drive traffic for the retailer.

On its part, Macy’s will be much more aggressive in its lease models and feature restaurants and other categories that revolve around the way customers live and shop. Macy’s has also taken a stake in Silicon Valley start-up b8ta, which features different online upstart brands and major labels like Sony at its locations, including an in-store boutique at Macy's New York flagship. b8ta, which drives traffic and sales by regularly featuring new brands and by allowing customers to try and interact with products in out-of-box-setting, is also using its technology to expand The Market at Macy's pop-up shop concept.

Macy's this year also bought Story, famous for its New York shop that hosts different brands with unique themes.