Clothing Shop is Tailored to Digital Age

In the heart of Silicon Valley, Amazon.com veterans are trying to disrupt the experience of shopping in a store. Former Amazon supply chain Vice President Nadia Shouraboura, who launched the Hointer Inc. clothing company in Seattle last year, is set to open a store in Palo Alto, Calif., on May 1. But there's a digital twist: The new store, like all Hointer shops, will have almost no salespeople. It will also change its prices dynamically to prevent the increasingly common practice of consumers browsing in stores, only to buy from online retailers who offer the same goods for less.