Digital has reshaped how people discover products, brands and ideas. Now, the physical store has an opportunity to support that same journey, creating richer discovery while giving retailers new ways to understand what engages their customers. Outform and Sephora explore this evolution together through an ongoing in-store pilot testing how connected content, technology, physical experiences, data and media can work together. The keynote looks at how these capabilities can facilitate discovery, create greater visibility into the customer journey and help physical environments become more responsive to the people and brands they serve.