Loek Wermenbol of First Impression Audiovisual joins Paul Milligan to explore the challenges of AV integration in today’s retail environments. He explains why off-the-shelf solutions often fall short, stressing the need for bespoke strategies built around customer journeys and close client collaboration. With a strong focus on concept development and long-term partnerships, Wermenbol shares how thoughtful consultancy is key to creating impactful, future-ready retail experiences.