g7 hosts ShopGrade in Romania, focusing on shopper marketing and customer experience trends

Omnichannel advertising agency g7 presented the latest trends in shopper experience during the second ShopGrade 2017.

The event started with a presentation of Radu Atanasiu, critical thinking lecturer at Maastrich School of Management, who explained how the human nature is irrational and our decisions are not rational, even if in an overwhelming proportion, we like to think that. When we approach behavioral biases such as framing, priming, loss aversion, the paradox of choice, we realize how unexpected we react at the incentives we are waiting for, although we have the impression that we are in the control of our reactions. We found out, still, how can this behavioral landscape can be influenced by the marketing representatives and by the ones that are in direct contact with the consumers and the brands’ buyers, if we understand the source and the impact of those cognitive biases and we are, afterwards, using them wisely, in order to create a consumption experience.

The chief of innovation at g7, Anton Gherca, spoke about the marketing mix and its evolution from the 60’s and until now, from the reinvention of the 4Psand until the CX resolution. The probability of this approach is proved by multiple studies that show the same results: the companies that invest in CX have grown up to three times bigger than the ones that don’t do that.

Staying in the technology area, Andra Blaj, marketing manager CBRE, talked about the DMI (Digital Marketing Intelligence) initiatives and OOS of the CBRE and about how this approach click & mortar comes in the support of an enhanced and individualized shopping experience.

Meanwhile, Adrian Stanciu, organizational behavior consultant and dean at Maastrich School of Management, pointed out that people don’t become loyal to the brands following a rational analysis, but after some treatments that they consider to be exceptional and personal from the brands they are interacting with.

Jens Brinck, CEO Gorm Larsen Nordic, introduced the event’s participants into the Scandinavian advertising reality, by presenting a series of insights related to the digital transformation and supported by relevant examples. Gorm Larsen Nordic and g7 are looking to collaborate and provide innovative approaches on consumer engagement in Romania.

The event was closed by Alexandru Badut, managing partner Expremio, that brought into practical perspective the way in which the brands can use technology in order to get to know in depth its consumers, the lifestyles and the consumption habits by implementing a Customer Relationship Management system.