From June 22 to 23, Julian Allendorf, doctoral candidate at the Institute of Marketing (IfM), participated in the Journal of the Association for Consumer Research (JACR) special issue conference in Philadelphia. The conference on the theme “Consumer Response to the Evolving Retailing Landscape” was hosted by the Baker Retailing Center of the Wharton School, University of Pennsylvania in cooperation with the Marketing Science Institute (MSI) and the American Marketing Association’s Consumer Behavior Special Interest Group (CB-SIG). Besides worldwide leading marketing researchers in the field of consumer behavior and junior researchers, representatives of renowned companies were among the 100 conference participants. Talks and panel discussions on the development of stationary retail and the online channel as well as four breakout sessions were in focus of the conference program. Within the track “In-store Consumer Behavior” Julian Allendorf presented and discussed a current research project on the topic of multisensory marketing. The special issue editors Barbara Kahn (University of Pennsylvania, Wharton), Jeffrey Inman (University of Pittsburgh) and Peter Verhoef (University of Groningen) provided valuable feedback in the respective sessions with regard to submission for the special issue of JACR, which will be released in the coming year.