The last decade of retail has seen brick-and-mortar stalwarts like Macy’s move into e-commerce, while e-commerce giants like Amazon slowly expand in physical retail. But that doesn’t mean it’s going to be easy for everyone, says Macy’s CEO Jeff Gennette. “I think it’s more difficult for an internet star to go into brick and mortar than the other way around,” Gennette said, speaking onstage at Code Commerce in New York with CNBC’s Courtney Reagan. Since succeeding longtime CEO Terry Lundgren last March, Gennette has shaken things up at the legacy department-store chain, closing dozens of locations while investing in projects aimed at luring more foot traffic, like in-store VR experiences and running pop-up stores for niche brands. But it’s important to keep a balance. Read more at Recode.