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VIII INTERNATIONAL CONFERENCE 13Th MARCH 13th MARCH VIII INTERNATIONAL CONFERENCE Bob Ziv Lluiz Miguel Phibbs Carmon Martinez-Ribes Osório RETAIL TRENDS FORUM RECRUITMENT ON LINKEDIN · Sarah Harmon · Adrian Arias A GOOGLE PERSPECTIVE REGARDING E-COMMERCE AND THE RETAIL SECTOR · Ignacio Ochoa OUT OF THE BOX · António Jácomo · Carlos Amaral Dias · Rui Manuel Cardoso Vaz VIII INTERNATIONAL CONFERENCE The QSP Summit is one of major refer- ences of current marketing, as a space for reflection on topics that are in managers and marketeers agenda, trying to antici- pate the opportunities and indicate ways to solve new challenges. This edition is in line with this purpose. The “Multichan- nel Opportunity” will allow realizing what consumers really value and how to lead the products and services through the 10 right channel at the right time. Implement a multichannel strategy requires the in- volvement of entire organization. Which channels are suitable for your company 12 13 14 and products? How to approach a Mul- 19 21 23 25 11 saxo tichannel strategy? Is your company 15 16 17 18 20 22 24 26 prepared for an omnichannel evolution? How is the consumer’s present and fu- 30 27 ture? What is the future of physical stores 29 28 and virtual stores? How to get balance between global-local strategies? How to 31 manage both in a context of business 32 needs and communication? 33 But the QSP Summit 2014 brings us much more: international case studies, thematic 34 workshops, exhibition areas, Retail Trends Forum and several surprises, an intensive day of knowledge sharing, exclusive net- working opportunities and discussion. QSP Summit is a unique event that brings together a thousand participants around great thinkers and references, in one of most renowned marketing events in Eu- rope which achieves the 8th edition. 2 1 ROOM D FREE 7 3 SPEAKERS ROOM WORKSHOP STAFF 8 4 5 9 ROOM C OUT OF 6 THE BOX ROOM B ROOM A ROOM E PRIVATE FREE RETAIL PRIVATE LUNCH WORKSHOP TRENDS WORKSHOPS CONVIDADOS FORUM PRESS CENTER THE MULTICHANNEL OPPORTUNITY SPEAKERS Bob Phibbs The Retail Doctor Since 1994 companies worldwide have turned to Phibbs mission is to get those working in retail GENEraTION GAP: Bob Phibbs, the Retail Doctor® for the proven ex- to approach customers with an open heart, to SELLING To Baby BOOMERS pertise necessary to grow their sales. An Ameri- engage customers’ senses and deliver an excep- Millennials are the most studied and talked about can retail expert, Phibbs has been engaged as an tional experience. No matter how long an em- generation ever. They are intelligent, hopeful and entrepreneur, sales trainer, author, franchisor and ployee works retail, if they can master the skills for many - stuck in a job in retail. How are they customer service champion. He is the author of to engage, build rapport and make a sale, they impacting your store? Look no further than the three books his latest, The Retail Doctor’s Guide can go on to do just about anything. Visit him at Baby Boomer generation who still expect cus- to Growing Your Business (Wiley.) www.retaildoc.com. tomer service from retail employees, not a kiosk He is frequently called on to provide commen- or iPad. How does that culture difference play tary on Marketing and Branding for MSNBC, FOX out on your retail sales floor? How should Mil- and others. His clients include some of the larg- lennials be selling to your Baby Boomers who est retail brands in the world including Brother, still have the money? Join the Retail Doctor as Hunter Douglas, Lego, Omega Timepieces, Husq- he compares and contrasts the two generations. varna, Paul Mitchell, Vera Bradley and Yamaha. In You’ll learn retail selling tips how to sell to the addition he is a contributor to RetailWire and the Baby Boomer generation as well as what it will MasterCard Business Network. He also serves on take to harness the Millennial generation’s hope- the Advisory Board for Premio Foods. ful outlook and desire to learn. Key Points · Baby Boomers grew up with a desire for more service. · Millennials have grown up with a focus on low price and deals. · Social skills retailers have counted on in employees are generally not in Millennials. · Without training, retailers are settling for crumbs instead of a banquet. Ziv Carmon Professor of Marketing The INSEAD Chaired Professor of Marketing in Memory of Erin Anderson Ziv Carmon is the INSEAD Chaired Professor ology, &/or practice; considered the most pres- ness administration both from the University of of Marketing in Memory of Erin Anderson. Ziv tigious annual research award in the field). He California at Berkeley. He worked for several years teaches and directs a variety of executive educa- served as Associate Editor for the Journal of Mar- in sales and marketing prior to his academic ca- tion and in-house company training programs, keting Research, Consulting Editor for the Jour- reer. Before joining INSEAD, he was Associate for which he has won a variety of awards. His nal of Behavioral Decision Making, and editorial Professor of Marketing at Duke University teaching focuses on such topics as Understand- review board member of several other major jour- ing & Influencing Customers, Behavioral Econom- nals. He also received an Outstanding Reviewer Influencing Customers ics, Customer Insight, Market Driving Strategies, Award from the Journal of Consumer Research. We will discuss the notion of Reason Based Marketing Management, Customer Focus, and He has been Guest Editor of articles for a variety Choice, a fundamental principle underlying hu- Consumer Psychology. He has taught these and of leading journals, and is a frequent reviewer of man judgment and decision-making, whereby other topics to senior, mid-level, and junior execu- articles for many journals, international funding people prefer decisions that are based on a sim- tives in company-specific executive programs, in- organizations, dissertation awards, and promo- ple single reason. We will explore this principle house executive programs, and open-enrollment tion & tenure cases at various universities. and some of its implications, such as Context executive programs in many countries around the Effects, the Tyranny of Choice, and Less is More, world. He also often consults, speaks at profes- Ziv’s work has been featured in many interna- and see how those can provide concrete and sional conferences, and taught executive MBA, tional media outlets such as: Wall St. Journal, powerful tools that marketers can use to signifi- MBA, undergraduate, and PhD students. NY Times, Financial Times, Washington Post, LA cantly influence customers choices. The broader Times, Intl. Herald Tribune, The Guardian, Daily goal of this presentation will be to demonstrate Ziv’s academic research focuses on behavioral Telegraph, Economist, Scientific American, Popu- the value of deep psychological insights for economics and its marketing and public policy lar Science, Newsweek, Businessweek, NPR, BBC, marketers. implications. His research has been extensively MSNBC, Bloomberg, ABC, CTV, WebMD, and published in the leading academic marketing & National Center for Policy Analysis, as well as in decision making publications. He received many many books, blogs. research honors, including the O’Dell Award (JMR Ziv received an B.Sc. degree (Cum Laude) in In- paper that has made the most significant, long- dustrial Engineering & Management from the term contribution to marketing theory, method- Technion-I.I.T, a Master’s and PhD degrees in busi- Key Points · That customers prefer to based their choices on a single simple reason, is a simple principle, but it has interesting implications for marketers. · Customers’ choice sets can and should be strategically managed. · The context within which sellers present products can dramatically influence sales. · Though customers prefer having more choice options, offering more options can lower overall sales in common situations. · Smartly managed choice sets can consist of many options without lowering sales. QSP SUMMIT 2014 · VIII INTERNATIONAL CONFERENCE SPEAKERS Lluis Martinez-Ribes Retail Innovation Expert He is passionate about retail and marketing in- St. Gallen (Switz), HEC (France), Univ. of Vienna The non‐consciousness marketing applied novation. His credentials do not only come from (Austria), National Academy (Moscow), and Sin- to retail innovation and multichannel. his academic career, but also from his fascination gapore Manag. Univ. In the Harry Potter books there are pure magic for devising innovative retail concepts. For him, Lluis has been working in 25 countries as consult- blood people, Muggles (people who do not be- theory and practice are two sides of the same ant on selected projects concerning innovation long to the magic community), and half-bloods. coin, with customer‐centricity at the core. He for companies such Asics, Bayer, Bimbo, Camp- The latter are people with magical ability, but thinks that the purpose of innovation is to sub- er, Cepsa, Coca-Cola, Danone, Esteve pharmacy, with conventional ancestors. stantially increase customers’ quality of life. General Optica, Inditex (Zara, ...), Heineken (It), This session is thought for half‐bloods. A – legal In 1976, after finishing his studies (BBA and MBA Ikea (CH), Imaginarium, La Caixa, Mabel, Meliá but naughty – meeting of colleagues with magi- at ESADE) he began his career in Lleida, a small internat hotels, Mercadona, Nestlé (E & CH), cal potential that can be used to create a por- city, as a consultant. His first client was SUPSA, International Olympic Commibee (CH), Pans & tion of a better future. That’s the aim of manage- a small retail chain that later on won the World Company, Roca, Sara Lee, Sentosa island (Sing), ment, isn’t it? electronic marketing Award. Afterwards, he Sonae (Pt), Sylvania (Ger), Tata retail (Ind), Tu- Here you shouldn’t come to find absolute cer- completed his studies at the University of Stir- rismo de España, Unilever Europe, Valentine CIN tainties, but to practice curiosity, encourage re- ling (UK) with a MBA in retailing, and at Harvard (Pt), Victorio & Lucchino Men.
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