Courtney Lapin talks about the power of digital interactions in retail environments

PSFK was privileged to have Courtney Lapin speak at our Future of Retail Event in San Francisco. As the Head of Retail Partnerships for Westfield Labs – the innovation arm of Westfield Malls – Lapin shared how new technologies in malls are helping online brands engage with customers in real world settings.

During the event, Lapin spoke on the reinvention of offline retail with a digital twist. New technologies allow online brands to create real world presences as a way of extending their reach offline. With roughly 92% of retail purchases still happening offline, Westfield has been working with brands like Kate Spade, Rebecca Minkoff, and Sony to make their physical spaces more engaging.

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