Presenting his topic "The art of delivering lifestyle shopping UX in new age phy-gital environments” on day two at the 10th edition of In-Store Asia in Pragati Maidan, New Delhi, James Break, Associate Director - Design, rpa:group, London, highlighted the convergence  of both physical and digital retail worlds. He stressed on the fact that the result should be creating a meaningful transaction, in which steps like immediacy, immersion and interaction plays a vital role. "True brand immersion needs to be linked with emotion," James opined.

James concluded his session by saying that it is required to think globally but act locally because Phy-gital is flexible but has to be made meaningful.