Today, there is a common challenge facing all retailers from restaurants to clothing shops. Today, four different generations can coexist in the same shop: baby boomers, generation X, millennials and generation Z. The latter two generations of consumers expect a new level of service that is consistent with their tech-savvy lives. Therefore, retailers must think of more creative and unique experiences to meet these needs. Today, the customer experience must integrate personalised, omni-channel but above all visual communication to generate empathy and increase loyalty.