This year´s retail Trade Fair EuroShop showed that shopping is not just about getting goods anymore. Experiences customers are getting from a physical contact with a brand and products become the key role of shopping with more and more obvious ubiquity of modern technologies. An experiential shopping is today´s phenomenon associated with the generation change of the purchasing power. Surprising people and wow effects are becoming essential parts of a modern store as they can exceed customer´s expectations and fix an essence of brands in their hearts through analog and digital channels. Today´s stores, therefore, do not manage with simply exposing goods. Brands must try to make customers to enjoy spending their time nearby, offer them experiences, adventure, pamper them, expand their knowledge or refine their taste, offer them things they would not imagine themselves, thanks to which they enjoy something new or otherwise improve their lives.

In connection with the incredible selection on the Internet, which people have available all the time through their smartphones, stone stores must also change into a place of expert consultations. Shop assistants, as experts, will help with selection, expand the possibility of customer´s needs and become customer´s guide in their world of a relevant product inspiration. In this context, there is coming in a new phenomenon of curated shopping based on detecting and meaningfully satisfying existing and potential needs of customers. In connection with the incredible selection on the Internet, which people have available all the time through their smartphones, stone stores must also change into a place of expert consultations. Shop assistants, as experts, will help with selection, expand the possibility of customer´s needs and become customer´s guide in their world of a relevant product inspiration. In this context, there is coming in a new phenomenon of curated shopping based on detecting and meaningfully satisfying existing and potential needs of customers.