The ESADE Alumni Marketing Club invites you to this event in which the retail shopping experience will be analysed from the perspective of the retailers and shopping malls.
There is no doubt that the world of retail is changing. The classic set-up of offering a good product at a suitable point of sale is still a necessary condition, but is no longer enough to seduce a customer who is increasingly disloyal and highly influenced by the Internet shopping experience. The point of sale has thus become the place where retailers fight to transmit feelings to the customer through the brand, going beyond the product or service. During this session, two pioneer companies in retail shopping experience creation (Desigual, from the retailer’s point of view and Unibail-Rodamco, from the shopping centre’s point of view) will be offering two very interesting perspectives on how to seduce the customer and create brand value through a visit to the store or shopping mall. Also, the specialist consultant Ancor Retail will be analysing the main trends in the field of retail branding.
Programa:
Presenting and moderating: Juanjo Rodríguez (Lic & MBA 97), Member of the Board of the ESADE Alumni Marketing Club
Speakers David Kervyn, Retail Manager of Desigual, a fashion retailer with stores in more than 65 countries.
Miguel Bernedo, Marketing Manager of Unibail-Rodamco, European leader in the shopping mall sector, with over 100 centres across Europe.
Pablo Antón, Managing Partner of Ancor Retail, Branding Consultancy specialising in the retail sector.
