In this episode of The Retail Experience Show, Bobby speaks with Richard Cox, VP of Men’s and Global Partnerships at PacSun, a retail clothing brand. They discuss how PacSun creates consistent experiences across its 300 brick-and-mortar locations, as well as how it converges the online/in-store experience. They also talk about what retail technology they're using, advice for new retailers, and how PacSun is expanding its community through partnerships. Topics discussed: Richard's long-time career with PacSun in both merchandising and overseeing brand partnerships and collaborations. What retail technology PacSun is using, including BOPUS, RFID, and AI, to streamline operations and create better customer experiences. How PacSun creates consistent experiences across brick-and-mortar locations. How PacSun is converging the online and in-store experience in a “symbiotic relationship” between the two. Advice for new retailers, including the importance of brand positioning and finding the right location. What's next for PacSun as it continues to build community and expand into PS Reserve.