TOPIC: RE-GENERATING ENGAGEMENT: MARKETING OF THE FUTURE

*"Influence is the new transaction"*

*"Understand the customer from the inside out"*

1. Brands with purpose: bold, "brave" brands

• Social, political and environmental issues

2. The customer ecosystem (understanding the customer journey)

• Unifying the customer experience
• Marketing integration to deliver new experiences
• Promotions/events

3. From transactional to conversational

a) The new loyalty: programmes from tiers to profiles and membership

• Coalitions (loyalty market places)
• Personalisation through AI
• Shifting CRM towards increasing exclusivity

b) Social marketing

• Two-way exchanges (customer – retailer)
• Mobile
• Visual
• The challenge of the next generation

General information

• Agenda
• Contact list

• Antitrust guidelines

Presentations

• IADS takeaways

Introduction

• Marketing goes digital: the Globus experience - Madeleine Hermle - Globus

Brand purpose and the new customer ecosystem

• Not just a store but a brand - Jorge Carballo - El Palacio de Hierro
• Engaging customers with brand experiences - Ana Dominguez - Beco
• The role of brand in retail culture - Christian Brey - Breuninger
• Brand activism and more - Helen Job - TCO

Loyalty, CRM, customer knowledge & personalisation

• Behaviour, recommendations and engagement - Lise Thomsen - Magasin du Nord
• Achieving a seamless customer journey - Guillaume Lesouef - Galeries Lafayette
• Loyalty and personalisation - Jennifer Frame - Manor

Social marketing: tools, trends and challenges

• Introduction: social marketing at Globus - Tobias Müllhaupt - Globus
• Engagement through social media - Mauro Fuentes, Claudia Scott - El Corte Inglés
• Building a social media platform - Birgit Winkel - Magasin du Nord

Speakers

Helen Job, TCO

Store pictures

MK20 2020 Store pictures

Resources

• Digital transformation by Roger Lay
• Window shopping 2.0 by Inbal Lavi

Events

Thursday 23 January:

9:00 – 17:30 : Meeting

18:00 – 19:30 : Store visit

20:00 – 22:30: Shared dinner

Friday 24 January:

9:00 – 12:30: Meeting

Venue

Magazine zum Globus AG

Head office: Lintheschergasse 7

CH-8001 Zürich

Accommodation

The IADS will not manage hotel bookings. You will find below a suggested hotel close to the meeting venue.

25hours Hotel Langstrasse

Langstrasse 150, 8004 Zürich

t. +41 44 576 5255 - e. res.langstrasse@25hours-hotels.com

PLEASE BOOK YOUR HOTEL ROOM IMMEDIATELY USING THE LINK BELOW:

https://www.25hours-hotels.com/en/hotels/zurich/langstrasse

NOTE: RATES ARE FLEXIBLE AND MAY CHANGE OVERTIME

• CHF 272.00 ($272.00) single room/per night
• CHF 297.00 ($297.00) single room/per night (inclusive breakfast)

The booking can be cancelled free of charge until 18:00, 7 days before arrival.In case of no-show or late cancellation, 100% of the first night's nightly rate will be charged.