The fight for the customer today is not only a fight for their attention, emotions and loyalty, but above all for their correct interpretation, i.e. defining the recipient of our product. This is one of the main challenges for FMCG brands and retailers in the era of communication revolution. It is not enough to be guided by intuition and good quality of the message, you have to reach for proven techniques based on precise data about consumers, thanks to which we will attract their attention and build lasting relationships with them - says Sylwia Kaska from Proxi.cloud, Head of the Mobile Marketing Working Group IAB Polska , who will talk about increasing traffic in stores thanks to campaigns combining offline data with digital campaigns allowing effective reporting of the acquisition of incremental customers.
Ewa Sadowska from denmark phone number material Clear Channel Poland will also talk about connecting the online and offline worlds for the benefit of retail . How do integrated digital campaigns drive traffic and sales in brick-and-mortar stores? What technological solutions enable the creation of coherent and engaging consumer experiences? How to use data and measure the effectiveness of outdoor activities in the retail space? You will learn everything from the presentation "Connecting worlds".
Measuring the effectiveness of retail media will be one of the topics of the presentation by Publicis Groupe experts: Marzena Zielonka and Beata Sokołowska. Referring to the authorial YOTTA research, the speakers will dispel the myth that retail media only affects the final purchase – they will talk about their role in building brand awareness and image.
Effective marketers need hard data. What and how to measure in retail media and why not just sales, explains Michał Zajdel from Allegro.
Apps & E-commerce
Using e-commerce applications and platforms to increase the effectiveness of brand communication is one of the key issues of retail media and an important element of the IAB How To conference.
Patrycja Kościołowska from dentsu Polska will explore the secrets of direct to consumer sales (DTC), and Łukasz Plutecki from AtomStore will reveal how to create shopping experiences on mobile devices for millions - not necessarily for millions. "The mobile revolution is now" - the title of his lecture reminds us why it is not worth underestimating the potential of e-commerce.
Who is IAB HowTo: Retail 2024 for? Make Shopping a Sensation?
This event is dedicated to managers, marketing specialists, owners of e-commerce stores and platforms, FMCG brands and all those who want to deepen their knowledge of innovative brand communication strategies and the latest technologies supporting the purchasing process.
The IAB How To conference : " Retail 2024. Make Shopping a Sensation" will be held on September 26 in Warsaw. Sponsors include Blix, AdsHero and Criteo.
