This session will focus on the challenges for the industry in having to invest in new technology to digitalise their business processes and introduce artificial intelligence into merchandising, data analysis and design. In doing so, the industry is also seeking to rethink the purpose of their retail presence and take advantage of the opportunities arising from the growth of social media. This involves developing new and authentic ways of communicating with its customers whilst integrating the multiple channels to market. Specific attention will be given to: • The change in customers’ behaviour and their use of digital channels before, during or after making their purchases; • The new economy based on the experience and no longer on the ownership of goods; • The challenge of the digitalisation of luxury: keeping the exclusivity and uniqueness whilst responding to the urgency of the demand; and • The need for a cultural transformation within the industry (and not just in the marketing and sales department) that puts the customer at its centre