Brand story in a shop design process

The problem with technological innovations that they will not save retailers from poor customer experience. As human beings we still remain thirsty for new impressions and positive emotions. So how to build relevant and unique experience for your stores? The answer is to start with your Brand - the soul of your business. Brand explains your difference, affects expectations and define potential experience of your customers. Moreover, it reflects your brand in your service, assortment and design.