The retail industry has been enduring major transformations over the last years, set in motion mainly by the mass usage of mobile phones and their capacity to let us shop “what we want, where we are”. Industry’s players are as diverse as local commerce stores (traditional brick & mortar), department stores and e-commerce, where we also find international market leaders, like Amazon or Aliexpress. Retail sales amounts to 41 billion euros per day all over the globe; e-commerce revenue in Europe is expected to grow from US$292.2 billion in 2017 to US$499.5 billion in 2024 . However, these digitally native retailers have plans to open physical stores in 2019 and beyond (Business Insider), due to an increase demand for experiential spending (emarketer). Retailers knowledge and insights of their actual, but also potential, customers is the key between competitive advantage and struggling one step behind.