• 16/05/2019

    IKEA is undergoing change: analysis of the new urban store in Paris

    It is not a secret that IKEA is changing its retail strategy. Its big stores in the outskirts of cities (the so-called ‘blue boxes’) still attract its loyal customers, but now the Swedish brand is also conquering the city centres.

    Within this process of change, it is ‘experimenting’ with different models of urban stores. It started some time ago opening small pop-up stores in some cities and it has continued with the opening of stores which are specialised in a concrete area of the house. This is the case of Madrid, where there is a store focused on everything related with bedrooms in Serrano Street and another store specialised in the living room area in Goya Street, and also in Stockholm where there is a store specialised in the kitchen. 

    Recently, on May 6th, IKEA France has launched a new store format. This time in the heart of Paris, in La Madeleine district. One of the main differences with the other urban stores is that here the customer can practically find all the range of IKEA products.

    The store has been conceptualised, from the beginning, on the basis of the Parisians way of living. The brain-pleasing marketing strategy has been applied in order to provide the inhabitants of Paris with a new and easier way of purchasing.

    In this LinkedIn article, you can read the complete interpretation that I have done of this new store.

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  • 29/03/2019

    Some reflections inspired by what I saw and heard in the Neuromarketing World Forum held in Rome (14th and 15th March, 2019).

    Once again, attending this event organised by The Neuromarketing Science & Business Association (NMSBA) has allowed me, not only to meet again with some people I know who work in this field and to meet new professionals, but also to know ‘what’s currently going on’ with neuromarketing.

    During the two days at the Forum, I attended 18 talks delivered by different professionals. Each of them, approached their conference from different perspectives, focusing on different issues. However, from my point of view, I think that there are some aspects in which there was a convergence of opinions and other that generated a greater level of debate.

    I have reflected on this and, moreover, I have ventured to make some assumptions about what might happen in neuromarketing in the near future.

    I share my thoughts and reflections on this edition of the NWF19 in an article on my LinkedIn profile called ‘Decoding the Neuromarketing World Forum 2019’. You can read the full text here.

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  • 05/02/2019

    The first Brain-Pleasing Marketing Bootcamp arrives at ESADE Creapolis

    This March, from Wednesday 6 to Friday 8, we will experience another adrenaline rush at ESADE Creapolis.

    I say ‘another’ because last summer we already lived something similar in the Changing the Game of Retail Bootcamp. Now, we will repeat this transformative experience but with one difference: this one will be a multisector bootcamp -products, services, associations, etc- in order to learn from people with different sensibilities. It is going to be the first event of these characteristics in Spain.

    A reduced group of managers will be 2,5 days putting innovation into practice. The brain-pleasing marketing methods will be learnt by experiencing them. Thus, we will learn the way to create a positive sentiment and the customers’ sustained preference towards a brand, product or experience, on the basis of how the brain works.

    We will not seek ‘best practices’, but ‘next practices’.

    It will be an intense and passionate workshop for daring people, not the typical academic program with a sequence of powerpoints. We will use an interactive methodology in which we will work in small groups.

    Moreover, we will have the privilege of having Sebastià Serrano and Montse Maresch as guests speakers. For my part, I will share the methods and guide the dynamics during the group work.

    If you want to be part of this adventure, you can find all the information here.

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