Despite the explosion of e-commerce in recent years, almost 80% of purchases are still made in-store. On the other hand, purchasing decisions are increasingly being made digitally. Against this backdrop, the role and value of the physical outlet are changing: we now come to the store to nurture the bond that unites us with the brand, as part of an experience that is as personalized as possible. But how can we define the contours of a retail experience, and how can retail design specialists help brands to concretely embody this physical link with consumers? Researcher Elisa Servais (PhD, Hasselt University) has attempted to answer these two questions in her thesis. By combining her practical experience of over 11 years with her academic research, she has acquired an in-depth vision of the challenges facing the retail design profession. During this keynote, Elisa Servais will present her vision and innovative approach to the profession, developed through her research, and which will enable you to create high value-added experiential points of sale.