Ladies first

TCC, the host of the ‘Building Shopper Engagement’ conference invited Kjell Nordstrom to be one of the speakers.

The author of the book ‘Funky Business’ and university professor lives in Stockholm. He told that studying the societies and processes of today can help us forecast the future. Globalisation, capitalism, rapid technological development and the new knowledge we acquire make people cooperate and join – real and virtual – groups and communities. Urbanisation has several consequences and one of these is that more women get to study and take important positions in society. Mr Nordstrom also told that things which can be learned, told and described would gradually lose their value and at the same time things that cannot be grasped would become more important, intuition would have great influence on marketing organisations, tasks and communication itself. TCC commissioned two qualitative psychological studies from Cologne-seated market research company Rheingold. As regards customers’ reaction to point collecting programmes in retail, the study found that women especially like to collect points, they are taking part in such activities with great enthusiasm, spending more and discussing them with friends. TCC offers innumerable solutions in this field, which they introduced in various parts of a flat built in a giant showroom, presenting everything from bedding to decoration to kitchen utensils