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...
19th September: Was this the heralded ‘retail revolution’? Discussion about the buyout of Whole Foods by Amazon, Barcelona
Next Tuesday 19th September, I will be a speaker in the session “Was this the heralded ‘retail revolution’? Discussion about the buyout of Whole Foods by Amazon” organised by ESADE Alumni at the ESADEFORUM.
As you may have heard, in July 2017 Amazon bought the natural-foods store chain Whole Foods for $13.7 billion, causing a stir amongst the prophets of the ‘retail revolution’.
During this forum for debate, we will be seeing different presentations analysing this phenomenon from the financial to the operational level, not forgetting the significant change the buyout of Whole Foods means to Amazon, their costumers and their suppliers. All this will be followed by a discussion between the speakers, in which the audience will also have the chance to take part.
My speech will focus on channel strategy and on the need for changing the way we do our grocery shopping, adapting to the OnOff lifestyle increasingly visible in the retail industry. We will also take this opportunity to philosophise a bit about what ‘doing the shopping’actually means today, and about Amazon’s possibilities to become ever more present in the fresh-foods industry.
1st HP European summit: Digital printing in retail, San Cugat: 5 de September 2017
I am pleased to announce that, next Tuesday 5th September, I will be a speaker at the first digital impression in retail meeting, as part of the POPAI Shop! Global Network. This event is being held in collaboration with HP at its European Experience Centre in Sant Cugat, Barcelona.
During this innovative event, we will have the opportunity to enjoy a series of theoretical and practical experiences including case studies, debates, forums and interventions from the various participating European delegates. It will also involve the latest trends and technologies in digital printing, and how these are increasingly being integrated into the retail industry.
My speech is entitled ‘Semantics vs. Semiotics – Who’s the Winner?’, and will cover some important insights derived from neuroscience. In this session, I will explain which of these two pillars is, from a neuroscience perspective, the most brain pleasing. My session will also include a practical element, as we will be attempting to apply the above-mentioned insights to some products and their packaging.
3rd Brands & Breakfast series: Results that transform brands, Sant Cugat: 11 July 2017
On 11th July, I participated in the 3rd meeting of the Brands & Breakfast series, organized by ESADE CREAPOLIS and the Leading Brands of Spain Forum. During the event we discussed customer experiences from a neuromarketing approach, and talked about the need to create shopping experiences that are not only convenient, but also generate an emotional bonding with the customer.
During my participation in the session, I focused on topics such as the customer experience and the power of imagination. I would simply put it this way: “If you don’t first imagine having the sofa at home, you can’t purchase.” This applies to any purchase or investment.
When talking about customer experiences I pointed out how each brand should have its customer experience clearly defined and transmitted according to the brand. Offering “branded” customer experience is the way of creating different and authentic customer experiences. The advantage is no competitor should be able to replicate it and increase the costumer loyalty for the brand.
From my table-mates, Marc Torres centered his speech in the change of the concept of convenience and the necessity of adapting the brands in a quick and omninchannel way. Furthermore, he explained how segmentation is a key factor for brand success.
Following Marc, Eduard Corominas explained the transformation of the Casa Mas brand. Eduard ascribed the success of the company to the new brand positioning, where they lean on innovation as an element of competitiveness and differentiation (I+D+i).
Brands & Breakfast: results that transform brands, Sant Cugat: 11 JULY 2017
On next Tuesday 11th July I’ll be participating as a speaker in the Brands & Breakfast forum organized by Leading Brands of Spain Forum and in collaboration with Brand Excellence Club of ESADECREAPOLIS (Sant Cugat).
In this session we’ll talk about Convenience & Experience, of which the latter may rather be understood as imagination. We’ll examine how customer experience work as an important source of brand value, but only if well understood. We will also see methods provided by neuroscience that will help us create brand-fitting and brain-pleasing customer experiences.
The topic will be discussed and contrasted with the experiences of Marc Torres (Market Researcher from Madison agency) and Eduard Coronominas (Marketing Manager from CASA MAS).
E-Commerce Congress, Amsterdam: 27-29 june
On Tuesday 27th I will be giving a speech about how to create a customer centric store of the future at the E-Commerce Congress in Amsterdam. After, I’ll be leading an interactive session called Customer Centricity Lab.
n these sessions we are going to share some science-based methods to use semiotics and the sensory dimension that we will later apply in practice.
18 May 2017, Barcelona: Retail Revolution Conference. Fusion of the OnOff world
This is the second consecutive year for Retail Revolution conference organized by ESADE Creapolis. I will be there, contributing strategies for the future challenges in the sector, as the title of my topic states: Retail transforms. So what?.
4 May 2017, Barcelona : Interior Design & Retail Forum
On Thursday 4th May I will take part in a forum about interior design and retail organized by Grupo Vía in Showroom Cubiñá.
27 April 2017: Emotional marketing in the digital era
Roca, a Catalan bathroom product company, celebrates its 100 anniversary in its Roca Barcelona Gallery. On Thursday 27 April I will give a little speech in their conference “Emotional marketing in the digital era” (“El marketing emocional en la era digital”).
March 11st, Valencia: How neuroscience can boost e-commerce
Neuromarketing World Forum, London: 29-31 March
Neuroscience confirms it: customers are lazy — also in B2B!
I will be a speaker at the 6th Neuromarketing World Forum held in London 29-31 March 2017. On Friday 31 March I will be talking about neuromarketing in B2B and how to avoid business customers’ tiredness when dealing with purchasing information.
15-16 March: Congreso International de Retail 2017, Peru
The 14th International Congress of Retail takes place in Peru on 15-16 March: two days of fascinating lectures and inspirational speakers.
On 15 March I will contribute to the event with two speeches. We will starting by applying neuroscience to customer experience and after, continue by focusing on m-commerce and discovering how smartphones are changing our lives.