World Retail Congress

The annual World Retail Congress is the biggest event on the retail conference circuit, bringing together leading global brands to exchange information on the latest trends impacting the sector. A key issue at their latest event, held in Dubai once again, was that the competitive situation is getting fiercer, whether it be on or offline. And whilst ‘customer experience’ has been a staple part of virtually every trend report since time began, this year it was highlighted as being probably the No1 point for retail brand differentiation. I chaired an innovation session with BMW and Bacardi, and having spoken on brand experience at the last WRC this year I concentrated on another key issue; stagnating mass markets being replaced by fragmented niches of growth, where the much-hyped and long-heralded world of ‘Hyper Personalisation’ is proving key…

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