Retail is constantly changing. Its sales channels and contexts are no longer just stationary. Retail brands are gaining more and more space in the buying process of their customers. K&A analyses the context-dependent customer journey of purchase decisions and develops new strategies from a market psychology perspective on how to increase the purchase experience for outlets and own brands. This concerns national / international retailers as well as regional retail concepts and B2B services (e.g. medium-sized craft and trade enterprises).