Is friction friend or foe in retail? Most would argue the latter. But after talking to Rack Room Shoes’ CIO Brian Minnix recently, Zebra Retail Industry Principal Jim Musco believes friction isn't as bad as some might believe.

Think about it: If you're a retailer, what motivates you to modernize your stores more than friction (or the cost of friction)? Not much, right? And what happens when you uncover dozens of friction points in your stores? You start committing a lot of resources to extinguish them. The result? Listen to this conversation to find out. (We can tell you that secret shoppers were just as happy with Rack Room's changes as store associates.)

Learn more about the Rack Room team's mindset about - and approach - to friction on our blog. https://bit.ly/4hd0AFD

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