The luxury stores of the future: the impact of technology on the relationship between consumers and the brand's staff

The growing investment and interest of leading brands in the applicability of digital transformation strategies seeks to respond to the high expectations of a consumer profile that is progressively more informed and consequently more detailed. Consumers, as we know them today, demand effective monitoring in their relationship with brands, adapted to each profile, increasingly based on a digital universe. The level of connectivity registered by customers demonstrates the adoption of an always-on behavior in line with the lifestyle and pace of life of the majority. This chapter intends to explore the impact and influence of technology on the consumer experience in physical stores of brands in the luxury sector, as well as identify technological and digital trends that contribute to a more interesting and successful relationship between consumers and the staff that accompanies them.