Frontiers in Marketing 2019 - Social retail experience
Our 'Frontiers in Marketing' masterclass series brings you the latest insights from our academic research, paired with real-life examples and experiences by expert professionals. These sessions will not only broaden your knowledge on the latest developments in marketing, they will also serve as an opportunity you to share your experiences and network.
You can look back over an overview of all previous sessions, including the links to the recordings, and look forward to the 2019 series.
This masterclass takes place on campus at Rotterdam School of Management, Bayle (J) building, Burgemeester Oudlaan 50 and runs according to the following time schedule:
18:00 Registration and buffet dinner
20:30 Networking drinks
Social retail experience
Academic speaker:Jennifer J. Argo, Professor in Marketing at Alberta School of Business, University of Alberta
Practitioner speaker: Antonio Gnocchini, Creative Director at & Other Stories and Senior Advisor at Banca Etica
The retail industry is huge. In 2017, retail sales worldwide was over 20 trillion euros. Physical stores continue to capture the majority of retail sales, so retailers spend millions of euros each year designing, building and refurbishing their stores, and major online retailers begin to open physical retail space. This means it is important to understand how the retail environment influences consumers. In this session, you will discuss how the presence of various types of information presented in the retail environment, such as mannequins, fitting rooms, salesforce and other customers, can influence consumer's thoughts, feelings and behaviours.