I was invited by Unilever’s global marketing division to share my vision of marketing in the retail world of the future. More than 100 global marketing managers attended the keynote.
Physical products are given digital extensions, enabling the building of relationships in the virtual world. Mobile, VR/AR, synthetic media – and soon the metaverse as well – provide many possibilities to reach the connected customer. Retail is going ultrachannel. Retailers and brands will have access to more and more channels and will therefore also have more data at their disposal. This data is a goldmine, as it enables us to really connect with the customer of tomorrow.
I also talked about the organisation of the future, skills, ethics, experimentation, and the future of leadership. The keynote was followed by an interesting series by global marketers.
