In an increasingly digital world, online visual identity and the hybridization of physical and digital experience are becoming increasingly important for retail brands. On the one hand, the online identity of brands is less and less textual and more linked to images and videos; on the other hand, retailers are being called upon to work on their ability to immersion, that is, to engage customers in a multisensory and multidimensional experience. This requires rethinking not only marketing strategies but also the solutions deployed and the indicators by which their performance is measured.
 
How is the visual value of brands changing, and what are effective ways to measure it? How should brands' strategies change in an increasingly hybrid world?
 
The meeting will provide participants with a dual opportunity to reflect on the evolutions taking place in the retail world and how they can work on brands' ability to offer increasingly hybrid, immersive and attractive experiences. To do so, they will be able to engage with David Dubois, an INSEAD professor and expert on innovation in the retail world, who will explore:

• Visual value: from text to video, how the reputation of online brands is changing
• How to measure the visual value of one's brand and competitors online
• The impact of visual value and immersive customer experience: the rise of K-Culture
• Examples and applications: building and reinventing the brand through visual value and immersion.