The role of the physical store in the marketing mix has changed dramatically in recent years. It has gone from being a simple point of sale to a place where brands can build a relationship with their consumers, both existing and potential. It is a place where the brand can fully express itself, work with all the senses and evoke unforgettable emotions, writes Zuzana André Talán, Group Account Director VMLY&R, for Médiář.cz. From the next edition of the retail trade fair Shop! in Paris, Zuzana brought back two main trends in retail: perfectly developed creative with a clear message and the possibility of product personalisation.