The purpose of the research is to develop an intelligent system able to support the design and management of a Customer Experience (CX) strategy based on the emotions tracked in real time at the different touchpoints in a store. The system aim is to make the shopping experience responsive to the customers’ emotional state and behaviour and to suggest successful product/service design guidelines and customer experience (CX) management strategies whose implementation may affect current and future purchases. In this particular, the present paper focuses on the description of the integrate approach developed to design the overall CX and on the emotional recognition tools to elaborate the rich-data captured by a network of optical and audio sensors distributed within the shop.