On November 18th 2015, Media Markt announced its opening of the sector’s “most technological store” in Getafe (Madrid) — a 2,400 square-metre shop where around 5,000 products could be found with electronic labels showing prices matching those on its website. They said it had white, lower-level furniture, and that training courses would be provided. And it would offer a product-pickup Stop&Go service, a kind of drive-through service.
Despite Madrid’s being its flagship store, it failed to cause any rivers of ink to flow. It was an incremental evolution.
240 days later, the situation is radically different. On Saturday 16th July 2016, Media Markt opened its “Digital Store” in Barcelona’s city centre, at a site previously occupied by “Casa Danone”. This store is going to create an impact not only in the sector, but also in the way electronic products are purchased.
What we can found
Walking along Avenida Diagonal — on the water side — we see a shop front that looks very different to any of the chain’s other stores, with signs that are not easy to read due to their position on the glass window.
On the left-hand side, in the shop window, the movement of a restless robot can be seen attracting the looks of the passers-by. It is a great example of what a shop-window should be: a real ad, instead of a product-warehouse-shop-window.
Its entrance is already special: no products can be seen, just a digital screen and people who greet you as you walk in.
Afterwards, you see a number of zones (called “worlds” or “universes”) corresponding to conventional product categories: Image & Sound, Household appliances, IT, Telephones, and Fun & Photo.
In each of these zones, no products are on display, but a full-sized digital wall (d-wall), where moving e-people invite you to touch the screen.
On each d-wall there is an embedded “screen” showing you what is available on the mediamarkt.es website. In actual fact, its contents are the same as the website’s.
That is a wise and cheap way of creating a new pilot store, supported by economies of scope.
There, visitors can search for the product they are interested in, just as they would online.
It is very important to note the large number of staff offering to help visitors choose a product.
There are also zones with uncommon product categories, such as the phone protective-cover customisation, produced on the spot.
Every retail solution is built by three components (products, services and activities), with the second being the important one here. Specifically, business services such as financing, post-sale installation, phone contracts, digital photography printing from a variety of media, etc. become key services.
Once you have chosen your product, payment can be made at interactive kiosks — even with PayPal — and in less than two minutes you can pick up your product from a warehouse desk, with one single queue, where your turn will be announced. Previous purchases made online can also be picked up from here.
Essentially, this store is based on an old retail format that had been struggling to survive: the “catalogue showroom”, the leader of its type being Argos, in the UK. This British chain’s paper catalogues have already been replaced by interactive screens. In the new Media Markt store, such screens have got larger, more theatrical, to become d-walls.
Ultimately, it offers some non-commercial services that are very attractive to its visitors.
The training and events area, next to a wall with an interactive projection where children can add their own drawings, which, once scanned, become part of the projected picture story.
And finally, an area for experiencing virtual reality, as attractive as it is incipient, commercially speaking.
Whether at this store or online — which is, in fact, the same — the purchased products can be collected from an uninterrupted 24-hour service, and handed out by the robot in the shop window.
Here, again, we observe that functionality (logistics) is combined with surprise and playfulness.
The store, from a management perspective
If we compare some of Media Markt’s various retail formulas, we can observe:
The best 3 things about this store – from a management perspective
Its playful component, plus the use of the surprise effect starting at the shop façade with its robot, and continuing with its customising of accessories, its virtual reality area, etc.
The determination shown by this pilot store. It is a good example of how R&D should be done in retailing, testing to the maximum — focusing on a core idea — without overly worrying about mistakes, or about the investment in the pilot store. If approached with the “hand-brake” on, its conclusions would not help to learn, improve or rule out.
This store is proof of the clear support provided by Ferran Reverter, Spanish CEO, and the Managing Board, because they have had to make some hugely important decisions:
Removing most physical products from the store.
Having understood that you can no longer think in terms of online or offline shopping, but OnOff shopping. A large majority of customers visit the website before going to the physical store, or they do so once they are in it. As such, they have understood that the debate between a bricks-and-mortar store and the Internet cannot be resolved with incremental patches, but with a new business model.
Accepting that a new business model must be validated: a very different Profit & Loss Account, as well as an investment need very different to that of conventional stores.
Motivated and friendly staff who show their pride of belonging, aware that they are co-protagonists of an innovation.
The 2 things that could be improved upon by this store – from a management perspective
Both relate to the convenience (process) part of the shopping experience.
Firstly, given that the d-wall contents are the same as online, why would someone choose to travel to the store to use Media Markt’s website standing up, instead of sitting down on their own sofa? The answer is: because its salespeople’s help is very superior to online personal help; i.e., a chat.
Secondly, the way of filtering the products until finding the one that best suits the customer. Here, this process is done by focusing on the product’s features rather than on the customer’s. What happens when you do not know what the number of spins per minute on a washing machine means? That such variable is no longer a good filtering criterion. Its positive side: this lack of customer-centricity is an endemic problem also suffered by most competitors.
Let’s not forget: Buying consists of ruling items out.
As a way of conclusion
Not many new things can be found in this retail concept but, as a whole, its meaning is different to that of existing stores within the sector. For example, a digital interactive wall had already been presented at Berlin’s World Retail Congress, in September 2011:
This is how I visualise the ideal way of using this store:
Try choosing your product sitting on your sofa, where you will be able to complement the information with that on other websites. Once you have made your product shortlist, go to the Digital Store, where you will find exceptional, super-motivated, smiling staff to help you choose the product. You may be able to leave “wearing it”, or a robot may hand it to you on Sunday, on your way to (or after) an evening out.
Media Markt, which had not been quick to react to digitisation, is now not only up-to-date but it is leaping ahead. Paradoxically, it is doing so by using the old showroom-catalogue format, a website-shop with the possibility of being the worst of both worlds. However, by adding 3 ingredients (surprise-playfulness, great staff, and very well-thought-out services) it has created the catalogue showroom 2.0, a new omnichannel benchmark.
In 1994, the Japanese Dr. Masaru Emoto started to feel interested in taking pictures of the microscopic shapes of different kinds of water, once frozen. He detected with a huge amazement that the water crystals that formed after showing it positive words, play good music or praying to it, are much more beautiful than those formed when the same water is exposed to expletives and negative stimuli. It can be seen in his website.
Now, I propose you a less mysterious issue. Please think if you -as a consumer- spend more money during a working week or during a holidays one. Most of the people I’ve asked tell me that not only they spend more on vacation, but that even their price sensitivity during that period is lower.
The two previous examples are showing us something important: context matters a lot.
Context is a great variable in marketing. In the second example, if your company sells to people who are on vacation, not only will it increase your turnover, but also its Gross Margin can increase, because many customers -in a vacation tone- accept a slightly higher price. Therefore, context can also affect your P&L account.
Too “in vitro”
The usual way to approach marketing has been something like trying to understand the predictable behaviour of customers, as if they were “in vitro”.
The renowned method of marketing mix, or the “4 Ps”, is a paradigm of this approach. We have all used (and some of us have taught) it. It something like an equation: Put 4 drops of high-performance Product, plus 3 drops of Price-below-the-average, plus 2.5 drops of a creative Promotion, plus 3.25 drops of Commercialisation-Channels to capilarise the market; and then the result = Success.
This traditional approach has great advantages: it’s easy to understand, it provides self-assurance to those who initiate their careers, it facilitates having a budget, that can be adjusted without great effort the following year. Furthermore, it has been so spread that in all countries and sectors you can find people who understand this method.
However, this marketing and research model approach forgets that customers’ life happens in contexts that influence them, many times in a non-conscious way. You don’t go to the cinema as often before having a child than after the birth.
With this evidence, we have to face two challenges:
is context understandable?, is it manageable?
The “packaging” of life
First of all we need to understand what is the context. Let’s start with a couple of examples.
The famous architect Le Corbusier said: “Paris is a lab that tempts to experiment mysterious (architecture) instruments. Paris is a “packaging”, or what’s the same, a context.
According to Dr. Natalia Fernández Díaz, context is what wraps a message. But not only this, it’s also what wraps a process or an experience. For instance, a purchasing process.
A rather usual type of context is the combination of Time plus Space.
Tesco created in South Korea a renowned initiative in which people waiting for the metro can scan with their phones certain products reproduced on the walls, simulating a supermarket, so that they could purchase before getting on the train. This idea is successful because it takes place when people are bored on the platform waiting for the train. If those walls were on the walking aisles, barely anyone would buy. The “where” + the “when” make an action succeed or fail, without changing the assortment, the price, the aesthetics, customers’ money availability, etc.
Another good example. When the first iPad was launched, this tablet was very critisised because it didn’t have a lot of the features computers had as a default. Its success was based on understanding the context of the users. When someone is working for some hours with a desktop computer or laptop, the most appropriate is having a table and a chair to seat in an ergonomically correct way. On the contrary, when someone is seating on the sofa, a tablet is the most adequate to that context, even if it didn’t have as many features as the common computers. The body position shows a different context.
Image by artchandising
It’s called “relevance” when the message, brand or experience proposed by the company fits the context or contexts of the customers.
The relevance is equivalent to context management.
Regarding the computer and the iPad the relevance of the product is related to the postural context (table and chair in the office versus sofa at home) allow to predict the success of a product, regardless of its characteristics or features.
Main types of contexts
The model of contexts proposed here is based on Urie Bronfenbrenner’s Ecological framework for human development (Bronfenbrenner, 1994), that has been adapted to the approach we will use here.
(Clic image to enlarge)
The diagram above shows the contexts that might affect customers’ decisions. With it, we can identify those elements of our customers’ contexts that can be helpful to understand them and then devise an adequate solution.
In this model we can distinguish for levels of analysis:
At the centre we find the individual, with the personal characteristics that define him/her, such as age, gender, personality, intellectual oefficient or experiences. Most of these elements won’t be very useful if we want to orient our solution to a wide population segment. However, other elements such as age or gender, in some cases may help us understand our customers.
In a second level of analysis, we find all the elements that we can control as a business, that affect the decision making of the customer in the moment of purchase or later usage of our solution. Semiotics and the other stimuli we generate are part of this level: for example, the lighting in a store, the product layout, its framing, the packaging aesthetics, the functionality of the product when the customer uses it, or the sensations raised by the design of a store or website/app. Generating certain stimuli creates contexts that affect the decisions customers make.
In a third level we can find those contexts that are external to the person, that we don’t have control over, like:
The macrosystem, in which we find the family or the peer group. For example, regarding the sale products for companies, this would be the corporate culture of these customers.
The exosystem, in which we find local politics, networks, mass media or, in b2b, the patterns of the sector we belong to.
The macosystem, which includes the beliefs system, the general available resources, the customs or the influence of the hyper-connected society.
This third level, even we have no influence on it, gives us the necessary information to understand customers better.
From picture to film
One of the biggest mistakes a lot of us have made (mea culpa) is seeing marketing or brand strategy as a static picture, instead of seeing it as a film, scene by scene. And here it’s when the fourth level of analysis comes into play, the chronosystem, that introduces the variable time in the understanding of the contexts that affect the customer.
The chronosystem has two sides. On the one hand, it refers to the changes through time of the context a person is immersed in, such as the changes in the family stage, in the economic status, or the place of residence, for example.
On the other hand, at a more micro level, the chronosystem includes two moments of great interest as an inspiration to devise a brand or a customer experience:
The previous moment the customer has just lived
The subsequent moment the customer visualises he/she will experiment
The customer doesn’t feel the same, or pays the same conscious attention in his/her first purchase from our company as when has become a regular customer. The elements of the “marketing mix” could be the same, but the customer’s own “dynamic context”, makes him/her perceive our brand in a different way.
With the permission of the supermarket chains, I’ll give you a tip to spend less when going shopping: go after having lunch, meaning not hungry.
Again, the “retail marketing mix” of the store is the same, but the different context of the customer leads to a lower purchase.
All this leads us to a dynamic vision of the contexts. What the customer has felt and will feel can inspire us to devise the “present scene”. For example, the moment of the purchase decision.
Feeling the empathy with the customer and looking for the relevance scene by scene we can create a memorable story in a customer process.
Abstract yes. Practical, a lot
Dr. Ralf Ebert, Marketing Director at Bayer Veterinary, said during a speech at Esade: “positioning can be expressed as a product in a context. Context gives meaning to that product”.
For example, a fork is for eating, -specially in western countries-. But this fork in Vevey (Switzerland) is a work of art.
On the same direction, Dr. Neale Martin says that context is more important than any other variable.
The variable Context has various applications, such as:
Understanding a type of customers, detecting insights than can be activated lately.
Devising new products and solutions that fit those contexts and that therefore are liked by the customers.
Designing customer experiences, for example purchasing processes, omnichannel processes, post-sale attention processes, etc.
Communicating in a relevant way, and such having more probabilities that the message doesn’t get lost.
Many contexts can be managed
Many times contexts can be managed, specially those at the second level of analysis, the controllable stimuli.
This management can be reactively (we react appropriately to a challenge or complain) or proactively, meaning taking the initiative. Both can be adequate. We can see it in some examples:
(Clic image to enlarge)
If we are aware of the contexts we can reinterpret many functional tools from a higher customer centricity.
For example, omnichannel, this important global trend, can be understood as the relevance -or the adjustment- of the selling company to the customers’ contexts.
The omni-context is a fundamental base of the omnichannel, because the same customer can be in different contexts during a period of time: when being in a hurry, when being relaxed, when being alone, etc.
Great managers are able to understand well the contexts of the customers, interpreting their life and social evolution, and then acting consequently shaping a “next practice”.
"Prefiéreme, cariño. Cómo afrontar los retos actuales del marketing usando la neurociencia". With this title the conference Lluís Martínez-Ribes will take place within the framework of the Cosmetorium, from idea to product , an event that will be be held at the Palau de Congressos de Barcelona on the Fira de Montjuïc, in september from 28th to 29th.
On Thursday 2 June I’ll participate as a speaker in the seminars organised by the City Hall of Igualada, in the frame of the project Retalink, in which six European medium cities will share experiences and will create strategies to innovate in the commercial offer.
On Thurdsay 28 April will take place the annual seminar of Sport Cultura Barcelona in ESADE Forum, this year organised with the collaboration of Esade. In this seminar, called “The human angle of management”, we’ll share methods so that managers can “be more human” in our job, surviving the pressures of such a hard and changing context.
That’s the English translation of an article published in El País on April 7th, with which I had the opportunity to collaborate as an expert. In it, I highlight, among others, the importance of our customers’ context and of awakening their imagination to become their chosen option.
On Thursday, April 14, I will participate in the conference Italian Neuromarketing Days, that will take place in Rome, with the speech: “Choose me, darling. Facing current marketing challenges using neurosciene”, in which I will talk abput how neuroscience can help us become our customers' chosen option.
On Thursday 25 I will participate in the Popai Experience that will take place in the Chef Space of Caprabo in Illa Diagonal Shopping Center, in which I’ll talk about how the growth of the e-shops impacts the policies to implement in the physical stores.
On Wednesday, 17th February will take place the Annual meeting of the Beauty Cluster Barcelona, event in which I will participate with the speech “Marketing for bionic people. Neuroscience applied to smartphones. In it I’ll discuss the huge growth of smartphones penetration. This phenomenon changes the way we socialize, shop and live our lives.
A significant change is also required in both marketing and retail. At the end, we will understand how apps can please the human brain.
On Friday 15th January I will give a speech at Caritas Diocesana Lleida about how social organisations can achieve connecting with the society. It is the second conference to the organisation about this topic, and it has the intention to get to the practical aspects to achieve the proposed goal. A good opportunity to see how the advances in neuroscience can also be useful for social organisations.
On Tuesday 3rd November, I will participate in “Savant E-Commerce” in London, event of reference in the world of e-commerce and multichannel, focused on orienting to a customer-centric retailing. Mi speech will be about how to create purchasing processes that please the brain.
Yesterday, 27 October, took place the 18th edition of the awards “Commerce of Barcelona” (until now, “Barcelona, the best shop in the world”). in which I participate as part of the jury of the proposed candidatures. This awards recognise commercial initiatives of 2014 in categories such as proximity, sustainability or accessibility, among others.
On October 7th I will participate as a speaker in the eTail conference that will take place in London about profitability in e-commerce operations.
My conference, included in the track “Applying neuroscience to retail operations”, will discuss about the “always connected shoppers”, in order to understand their psyche and inspire the companies’ demand driven supply chain.
On 5 August I was interviewed by Comfluencia, a group of experts in communication that owns a blog and which is doing a series of interviews to outstanding professionals to gather their communicative vision.
In the interview I was asked about the importance of communication and how to get it to be truly efficient, so that it can benefit the company or institution that is developing it.
On Tuesday 30th June I will participate in the panel discussion “Neuroscience and creativity” together with Alfons Cornella and Óscar Vilarroya..
This conversation, organised by the Association of friends of UAB, will take place at 19h at Palau Macaya, and it’s included in the cycle of Dialogues 3C, which has the objective of proposing a systemic, prospective and ambitious look for the analysts of the relationship between university and society.
3-day Immersion in Retail Innovation.
Next edition: June 2015, from Wednesday 17th, to Friday 19th, in Barcelona.
Due to the experiential method, there is only room for few participants.
If you feel your are a person who thinks out of the box and wants to go one step further in retail innovation, this is the experience for you
If you want to know more about this immersion, click on the image, or contact
Ursi Van der Herten at ESADE.
On Thursday, 21st May, I’ll participate in Connected Stores, an event that brings together the leading experts of the retail companies.
I’ll give a speech in the plenary session under the title “How smartphones are non-consciously changing customer’s life”. In the afternoon, I will catalyse a creative workshop about how neuromarketing can boost m-commerce.
On Thursday, 14th May I’ll give a conference at Esade Creapolis with the title “Neuromarketing applied to smartphones & m-commerce”,
in which I’ll discuss the huge growth of smartphones penetration. This phenomenon changes the way we socialize, shop and live our lives.
A significant change is also required both in marketing and retail. At the end, we will understand how apps can please the human brain.
Tomorrow, April 30th, I’ll participate in a conference organised by Espai Armengol and Figueres Commerce Association, together with Odón Martí, called “Opportunities to personalise customers’ purchases and sell more”.
A set of techniques in retail to allow companies to captivate their customers with products and services that may please the human brain will be detailed.
Today, 21st April and tomorrow is taking place in Berlin a conference on e-commerce and multi-channel strategies organised by Savant, in which the most notorious experts in the field are participating to discuss the cutting-edge issues.
This morning, I had the opportunity to participate with a speech about Neuromarketing & Mobile, a core topic.
On Monday April 20th took place in Berlin a session organised by Esade Alumni, in which I explained how to apply neuroscience to marketing, concretely to smartphones. In this event, we’ll try to understand how apps can please the human brain.
Yesterday took place in Madrid an event organised by Foro de Marcas Renombradas, Jardín de Junio and Esade, about the importance of positive language in business management.
I participated in it with a speech about neuromarketing applied to smartphones, intervention that complemented the other experts’, Mario Sandoval, Manuel Martín Loeches, Pilar Nicolás and Luís Castellanos.
On 14th and 15th April will take place the Madrid Retail Congress, a landmark event and a space of meeting and knowledge sharing in different areas of the retail sector.
On the second day, I’ll take part with the speech “Applying neuromarketing to m-commerce”, addressing how neuromarketing strategy can help creating habits, finding ways to boost imagination and emotions.
On Thursday 2nd April (10 am), I will participate as a speaker at an event in Bucharest (Romania), that focuses on changes in retail. The conference is organized by the Rumanian magazine "Bliz", specialized in retail. My lecture will approach the issue of "Retail innovation and neuromarketing”.
If you are around Bucarest by these dates, you can register here.
The annually organized event by NMBSA (Neuromarketing Science & Business Association) takes place this 2015 in Barcelona. During these three days experts from very different approaches will share their sights to discuss and expand on this topic as exciting as present nowadays.
On Wednesday 25th I will participate as a speaker with the conference "Neuro Strategy applied to Business: How to formulate a neuromarketing strategy".
This days is taking place the Mobile Shopping Europe event in London, which tries to define a roadmap to m-ommerce success. I will participate in the event with the presentation “Transforming your touch device strategy with neuromarketing: Brand, Device and Body” on Thursday 12.
The event brings together various experts in retail, journeys and finance to analyze the most innovative strategies to optimize and adapt to the consumers. It includes more than 30 sessions as a result of a three-month investigation period, during which the industry has adressed the most relevant issues around m-commerce.
The conference has a strong focus on strategies to excel in a changing digital environment. The conference offers top 500 European companies a platform to gain the essential strategic insights on digital commerce in the retailing business, in order to secure, retain or improve their position and be prepared for the future.
Lluís Martínez-Ribes will take part as speaker with the conference "Neuromarketing and m-commerce. How apps may please the human brain".
17th "Barcelona, the best shop in the world" Awards On October 20th, 2014, the City Council of Barcelona held its gala "Barcelona, the best shop in the world." Lluís Martínez-Ribes, as an expert, is a member of the jury that analyzes the applications submitted.
These awards recognize the best 2013 business initiatives based on positive aspects such as proximity, innovation, sustainability, social cohesion and cultural development of the city. This year they have added a new category, accessibility, that distinguishes establishments that contribute to improving the attention to customers with disabilities.
October 8th takes place this event where Lluis Martinez-Ribes will participate as a Speaker.
Innovation in Retailing and the Contribution of Neuromarketing On September 25 Ambrosetti Club organized in Firenze, a meeting named "Innovation in Retailing and the Contribution of Neuromarketing”, in which Lluís Martínez-Ribes presented the topic. From the first time someone searched the concept neuromarketing on Google, just a decade ago, the interest about it has been growing so much that there is a risk now for the concept to be misunderstood, used in a wrong way or confused. Which are the most efficient methods in neuromarketing to innovate in retail? How can we create a concept of innovative shop, more human, more magical and also more efficient in a business context?
3-day Immersion in Retail Innovation Lluis Martinez-Ribes will lead this 3-day immersion focused on using
neuromarketing to devise innovative retail concepts, not only at the
conceptual level, but also by experiencing with the methods.
This unique experience will be held in Esade Barcelona in June 18th to
20th. After the great success and excellent reviews from previous
editions, this will be the second year of this immersion in English.
Experts from different areas such as Ralf Ebert (Marketing Director,
Animal Health, Bayer), Rafael Ramírez (Artificial Intelligence and
Data Mining, UPF) or Stephan Siegel (CEO, Not Just a Label) will share their knowledge and experience with the participants.
#digitalTHINK Conference Wednesday, May 14th takes place at ESADE CREAPOLIS a session where Lluis Martinez-Ribes will participate leading the workshop about e-commerce.
The session is focused about the impact of digitalisation in marketing, emphasising in three key elements: e-commerce, co-creation through digital media and digital strategy. At the end of the session the conclusions achieved at each workshop will be shared with all the participants.
Conference: Neuromarketing applied to Retail Innovation The Open Innovation Community from ESADE organizes the Open Conference "Neuromarketing applied to Retail Innovation". The event, lead by Lluís Martínez-Ribes, will be on Tuesday April 29th at 18:30h in the Auditorium (1C17) from ESADECREAPOLIS (Sant Cugat).
The aim of the sessions to practice curiosity, feed the reflection and stimulate their imagination, exploring the basis and some practices of the marketing based on the non-conscious.
“The Multichannel Opportunity” is the topic of this VIII edition, trying to provide a better understanding of what customers really value and how to lead the products and services through the right channel at the right time. Lluis Martinez-Ribes’s talk will be about “The non consciousness marketing applied to retail innovation and multichannel”.
EuroShop 2014 EuroShop, the world’s leading retail trade fair, will open up again this year at Dusseldorf from February 16th to the 20th.
Lluis Martínez-Ribes will attend to this event, where every three years the worldwide best professionals from the sector meet up together to exhibit and exchange ideas about trends and innovations in retailing from every point of view, either design, lighting or multichannel strategies.
Conference: Non-consciousness based marketing Esade Alumni organizes the session "Non-Counsciousness marketing: Bases and practices". The event, guided by Lluís Martínez-Ribes, will be on tuesday 3th of december in the Esade Forum of Barcelona.
The objective of the session is the enhancement of the personal capacities and stimulating the imagination, exploring the bases and some practices of the non-counsciousness marketing.
A best view November 12th, Barcelona Cor Eixample (Barcelona) organizes a conference guided by Lluis Martínez-Ribes about how to see through other perspectives for a better understanding of the commerce. One of the main obstacles for innovation is the difficulty of viewing some existing facts, so the session will try to put together and share knowledges and ideas of managing through other points of view not so usuals.
"Imagination sells".New session in Bilbao. The next session on Neuromarketing to set business models (ESADE Alumni), guided by Lluís Martínez-Ribes, will be on Bilbao. The event has already been successfully conducted in some territorial clubs ESADE Alumni like Tarragona, Valencia, Zaragoza and Barcelona, and has now it's appointment in Bilbao on November 14th (Hotel Ercilla). The session explores how to use certain learning from neuroscience to set effective business models.
Different visions for a single target. October 28th. Barcelona Retailers, technicians, associations and government met in the framework of the 1st Congress of Commerce of Barcelona to discuss different views and input on urban commerce and proximity. Lluis Martinez-Ribes participated in the round table on the theme "We convince our audience?" brought together speakers from many different areas and experiences.
Lluis Martinez-Ribes applies neuromarketing strategy to retail and marketing innovation. He develops it in two areas: in the academia, as an associate professor at ESADE, and in consulting as partner at m+f=! (Martinez+Franch consultores). During his 35 years of professional experience he has been fortunate to practise his specialty in 25 firstname.lastname@example.org