There’s a great debate raging over whether brick-and-mortar is on the way out, or waging a comeback… with the help of ecommerce 2.0. Bonobos has boosted sales and branding with the help of Nordstrom, while Warby Parker has some of the highest retail sales per square foot in the entire industry.

On the other side of the world, online customized shoe company Shoes of Prey and Australia’s largest department store chain David Jones have teamed up to marry the two experiences. David Jones carved out an area in its shoe department for Shoes of Prey, which allows its customers to fully design their shoes online from the color to the fabric.

Shoes of Prey co-founder Jodie Fox told me that in order to scale, the company needed to figure out a way to reach the audience that was resistant to shopping online, especially for customized products.

In the video above, Fox explains what other online and brick-and-mortar retailers can learn from her. I was impressed with how immersive she’s made the experience from the music, to the air, to even the seats customers sit on inside the store – they all help women to design the perfect shoe, and ultimately hope it will increase sales.