Each year sees the publication of reports on the retail trends in store for us over the coming months, such as those published by Price Waterhouse Coopers and TNS Retail. Image: Carla Vallès At the start of 2015, one forecast on which most of these reports are in agreement is...
Retail after Amazon – Whole Foods
This is the name of the article that I have written for the Esade Alumni Magazine Nº 157 (December 2017) to be published soon. The acquisition of Whole Foods by Amazon last summer seemed like a challenge for all those who thought that retail was coming to an end. Lately, there had been much talk about transformation that retail was experiencing and some experts even predicted that brick-and-mortar stores would disappear.
In this article I reflect on OnOff people’s lifestyle–it is not possible to differentiate the moments when they are online or offline–with the aim of understanding the current retail situation. I also make a brief historical overview to understand its evolution.
Basing on this reflection I would claim that, even within this OnOff context, the brick-and-mortar stores will continue to exist as long as people keep wanting to touch, hug and, ultimately, receive all kinds of stimulus to feel sensory experiences.
November 29th, Madrid: The Physical Shopping Experience – How To Improve It.
Next Wednesday, November 29th, I will be taking part in a Madrid event organised by in-Store Media, and entitled The Physical Shopping Experience – How To Improve It.
In my session, called I don’t know why, but I love you! Neuroscience applied to the physical shopping experience, I will be presenting my viewpoints on the so-called ‘retail revolution’ phenomenon. I will also cover the issue of how ‘OnOff’ people make their purchasing decisions.
15th November, Barcelona: Esade Marketing Day
Next Wednesday, 15th November, Esade Alumni Marketing Club is organising the Esade Marketing Day, where some lecturers will be conducting 4 sessions in which you will be able to learn about the latest advances in marketing and develop new professional skills.
In my session, called Neuroscience: semiotic versus semantic. Who wins?, we will see which of these two alternatives is more brain pleasing and how this can be applied to business.
This event offers the possibility to go back to school for one day, and it is also an opportunity to learn from and share experiences, at a time when marketing is under constant transformation. The programme can be checked at the following link.
Annual Savant E-Commerce, London: November 2nd and 3rd
This year’s event is focusing on strategies to move towards more customer-centric retailing. On Friday 3rd, I will be participating as a speaker with the paper entitled ‘Philosophy versus Cosmetics: Who wins with your business strategy?’ During my presentation, we will figure out which aspects contribute to a more brain-pleasing strategy and how these can be applied to business. All this, from a neuroscience point of view.
At a time when retail is under a process of evolution and transformation, the 3rd annual Savant E-Commerce event brings together many professionals from the best international online retailers, and it provides an ideal setting for learning about one of the most
innovative e-commerce and omnichannel strategies.
5th October: International Conference on Experiences and Services, Santiago de Chile
On Thursday, 5th October, I will be a speaker at Santiago de Chile’s International Conference on Experiences and Services. Now on its third year running, the event aims to serve as a space for dialogue and reflection, offering an insight into new business trends.
This year, the Conference is focusing on the theme From Experience to Transformation, with special emphasis being placed on businesses’ internal experiences and cultural transformation.
I will have the opportunity to contribute on two separate occasions. On Thursday, I will be giving a talk reflecting on the need to reinvent the shopping experience and the way we approach our changing customers. On Friday 6th, I will be leading a workshop called Best practices?, Rather, -next practices-. Creating a brain-pleasing omni-channel experience.
26th September: Rethinking retail at a time of change. Santo Domingo, Dominican Republic
On Tuesday, September 26, I will be taking part in a master session about retail, organised by the Dominican Republic National Organisation for Business Enterprises (ONEC) to commemorate its 20th anniversary.
The event is entitled Rethinking retail at a time of change: how to innovate to deal with new consumer habits, and is taking place in Santo Domingo, Dominican Republic, where ONEC is based.
The session is divided into two spaces for reflection. In my first intervention, I will be trying to visualise how customers have changed their way of life, analysing how this affects retail and suggesting how neuroscience can help to improve the purchasing experience. After that, methods based on neuroscience that allow creating brain-pleasing retail experiences will be presented.
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?.
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.