“…Because of the support of new information and communication technologies, customer experience touch points, atmospheric, technological, communicative and product interaction elements facilitate employee–customer interactions and customer–customer interactions in smart retails (Stein and Ramaseshan, 2016) and evolve brand consideration (Baxendale et al , 2015). Purchases take place in new spaces, pending among digital and physical organization (Pantano and Timmermans, 2014), where technology can help retailers to adopt brands (Sinha et al , 2017), organizing memorable experiences (Stach, 2017), and to target appropriate consumers (by means of the analysis of transactional data, consumer data and environmental data) and customers to make better informed decisions (because of visual presentations, etc.) – Figure 1.…”