In today’s digital-first world, bricks-and-mortar retail must evolve to meet rising consumer expectations — and that evolution begins with purposeful, experience-driven technology. This session explores how retailers can use in-store digitization not just to modernize spaces, but to create immersive, high-impact experiences that drive engagement and conversion. Learn how digital content at the point of purchase can strengthen brand storytelling, influence decision-making, and transform traditional store layouts into interactive, shopper-centric environments. Speakers will share proven strategies for integrating technology that enhances — not distracts from — the customer journey, along with insights into designing scalable solutions that balance creativity with commercial results. Attendees will walk away with actionable ideas to elevate the in-store experience, align digital tools with shopper behavior, and create environments that convert curiosity into loyalty.