Even though consumers are increasingly using the Internet, the high-street retail sector will continue to be essential in tomorrow’s world. Compared to online trading, it has far more dynamic potential. The prerequisite for future success is the further development of digital business concepts. The special presentation „From Point of Sale to Point of Experience“ at the Ambiente fair showed what this might look like. For a >> clearer insight, follow the video interview with Wolfgang Gruschwitz, creator and designer of the special presentation.