The age of the customer experience

This year the main topic of the I Love Trade Marketing conference was marketing and in-store innovations. Trade Marketing Club and POPAI Hungary Association organised the conference on 14 February.

Péter Mondovics
marketing manager
Mastercard

Krisztián Komándi
consultant
Frontira

Péter Mondovics, marketing manager of Mastercard and Krisztián Komándi, a consultant with Frontira presented the results of the market research conducted for the ‘Retailer of the Year 2019’ competition.

Richárd Dani
head of pro
division, Alveola

Richard Dani, the head of Alveola’s professional division – one of the winners of SuperStore 2019 – believes that the key to offering an efficient customer experience is the continuous development of B2B relations.

Ildikó Varga-Futó
communicatcions
and CSR director
Auchan

Ildikó Varga-Futó, Auchan’s communication and CSR director introduced the brave new concept that they had used in 2018 to turn the 17,000m² hypermarket into the store of the future. The focus was on offering shopping and culinary experiences.

Ildikó Sylvester
marketing manager
Reál Hungária

Reál Alfa won a special award in the 2019 SuperStore competition: the store, which is located on Kondorosi Road in Budapest, has been turned into a place that provides experiences to the whole family in the Újbuda district – told Reál Hungária’s marketing manager Ildikó Sylvester.

Éva Szimeiszter
non-fuel business
manager
MOL Magyarország

Éva Szimeiszter, non-fuel business manager (products and services) of MOL Magyarország gave an insight into the company’s digital transformation. As part of its Fresh Corner concept, the company opened shops at filling stations where a large selection of products, coffee, fresh sandwiches and bakery items are waiting for shoppers in a pleasant environment.!

Vivien Reinhardt
e-commerce &
sales digitalization
manager
Heineken

Vivien Reinhardt, e-commerce & sales digitalisation manager of Heineken shed light on how Heineken took offline marketing and sales activities to the online world.

Ildikó Kátai
general secretary
POPAI

POPAI’s general secretary Ildikó Kátai introduced the MaRC – Marketing at Retail Certification – training, which has been launched by the Shop! head office.

Dr. István Réti
managing director
ETresearch

Dr István Réti, managing director of ETresearch said the next step in the development of humankind will be the utilisation of biosensors and artificial intelligence (AI).

Norbert Hovanyecz
managing director
SuperShop

SuperShop’s managing director Norbert Hovanyecz was the first speaker, who presented their new and innovative promotions. Their latest tool is nothing less than sensational: SuperPepper, a humanoid robot that assists customers while shopping and provides them with information about the benefits of using the SuperShop card.

Roland Kanyó
marketing and
PR manager, dm

Roland Kanyó, marketing and PR manager of dm stressed that the drugstore chain believes in credible sustainability steps that are tied to the product selection and adapted to customer needs.

Liza Lyách
UI/UX expert
Republic Group

Liza Lyách, UI/UX expert of Republic Group used the example of ASOS to illustrate the elements of successful user experience.

Tamás Sárközi
shopper marketing
manager
Coca-Cola SSD

Tamás Harmat
marketing asset
manager
Coca-Cola HBC

Tamás Harmat, Coca-Cola HBC’s marketing asset manager and Tamás Sárközi, Coca-Cola’s SSD shopper marketing manager introduced a few ideas they realised in stores.

Ágnes Csiby
owner
In-Store Team

Be up-to-date – this was the advice Ágnes Csiby, one of the founders of the Trade Marketing Club gave to participants. The club’s soon to be launched learning credit system will help in this.

At the end of the conference it was time for the POPAI Student Design Awards 2019 award ceremony. Beáta Esztergályos, Intersnack’s trade marketing manager received the Ms Trade Marketing 2019 award for her professional excellence.