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Cultura is the third largest French retailer specialized in leisure and cultural products. Due to the growth of the e-book and audiobook market, Cultura decided to promote them in store. Unlike a physical book, e-books are digital and audiobook interaction is through sound. A two-fold problem which makes product interaction difficult in a store. It is not possible to broadcast audio content in stores, as it will disturb the staff and contribute to the increase of background noise. This is a serious problem in designing the in-store customer experience, and even more so when it comes to digital content.

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