Richard van HooijdonkThe future of retail and marketing
Digital extensions of physical products let brands build a relationship with customers in the virtual world.
- Client
- Unilever
- Occasion
- Keynote for the global marketing division
- Audience
- More than 100 global marketing managers
- Topic
- The future of retail and marketing
Retail is going ultrachannel. Unilever's global marketing division asked Richard for his view of marketing in the retail world of the future, and more than 100 global marketing managers came to listen.
Unilever is headquartered in London and makes personal care products, cleaning products and food.
Physical products are getting digital extensions, which let brands build a relationship with their customers in the virtual world as well. Mobile, VR and AR, synthetic media and, before long, the metaverse give brands more and more ways to reach their customers. Retailers and brands are getting more channels and therefore more data, which helps them connect with the customer of tomorrow.
The organisation of the future was on the agenda too: skills, ethics, experimentation and the future of leadership.
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