George Homer attended the BR Week 2015 , the largest retail event in Brazil . Beside Kheirallah Nelson , director of expansion of the Colombo Group . George spoke of how brands have invested in changes in store design in order to increase your sales. "The design choices must be focused and relevant to produce the result of strategic planning and contribute to the narrowing of the Customer relationship & Brand " says Homer . As did Colombo , other brands have been devoted in turn evolve the point of sale involving the consumer with the product and creating a different experience inside the store.