>> lots of options to eat and drink. a beauty haven, which is a full floor of beauty services from blowouts to waxing and brow bars. >> reporter: nordstrom in new york city is focused on providing services you can't get in front of a computer part of the in-store experience at this nordstrom, having food delivered to you while you shop and for the nonshoppers in your house, a martini bar to wait it out >> nordstrom is like my second home >> i'm going to shop after i get beautified. >> reporter: in los angeles, casper mattress allows people to take naps on the merchandise. >> something that you use every day for sleep, i thought we'd come to this store and to actually try it out. >> reporter: at levi's, shoppers can customize their jeans on-site. >> did you want it this size or bigger? >> reporter: and in chicago, lululemon has yoga classes and meditation rooms. >> i love being able to come in and do more than just shop >> reporter: from inner peace to beauty and cocktails, stores finding innovative