icsc european marketing · changes in customer behaviour, technology driven disruption and the...

#ICSCEUROPE

BACK TO BASICSAre you Giving your

Customers what they Really Want?

REGISTER NOW!+44 20 7976 3100icsc.org/2017EMS

#icsceurope

7-8 JUNE 2017Austria Trend Hotel

Savoyen Vienna

ICSC EUROPEAN MARKETING CONFERENCE

ICSC Global Partner

ICSC European Partners

Event Sponsors

THE PLACE FOR MARKET(ING) INTELLIGENCE IN RETAIL REAL ESTATE

2 ICSC EUROPEAN MARKETING CONFERENCE

BACK TO BASICS ARE YOU GIVING YOUR CUSTOMERS WHAT THEY REALLY WANT?

Changes in customer behaviour, technology driven disruption and the success of online retail have had a strong impact on retail real estate over the past few years.

Distracted by the transformation around us and driven by the will to innovate, we seem to have focussed on complicated details, theories and technologies. After years of experimenting and trying new things, the time has now come to take a moment and refocus on our main task: giving customers what they really want.

Join us in Vienna where we will go back to basics, explore what it takes to understand your customers’ needs now and in the future, and how to exceed their expectations.

THE PLACE FOR MARKET(ING) INTELLIGENCE IN RETAIL REAL ESTATE

Media Partners

Official Social Wall Sponsor

DISCOVER VIENNAWelcome to the Austrian capital! Once home to the Habsburg empire, Vienna is often described as Europe’s cultural capital renowned for its imposing architecture, fine arts and musical heritage.

Be inspired by the balance between the old and new. Discover Vienna’s shopping scene featuring traditional family-run boutiques, young designers, fresh concepts, trendy coffee houses, bustling food markets and international flagship stores.

The 15th edition of ICSC’s European Marketing Conference will provide you with the contacts, knowledge and inspiration to take your marketing activities to the next level. Get ready for an action-packed programme with top level speakers, interactive group sessions, retail tours and inspiring awards.

• CONNECT WITH LIKE-MINDED PROFESSIONALS

• KEEP UP-TO-DATE WITH THE LATEST MARKETING TRENDS

• CHALLENGE YOUR APPROACH

• HAVE FUN!

• Shopping centre marketing and management professionals

• Corporate retail marketing executives

• Retail property professionals with an interest in marketing, including asset managers

• Representatives of advertising agencies and marketing service providers in the retail real estate industry

WHO SHOULD ATTEND?


7-8 JUNE 2017Austria Trend Hotel Savoyen Vienna

GROWING KNOWLEDGE• How to ask the right questions and

better understand your shoppers• Are you meeting customers’

expectations and how to exceed them?

IMPROVING YOUR PHYSICAL SPACE AND SENSORY EXPERIENCE• How do customers interact with your centre

and how do they feel about it?• What really matters to your customers?• How to create a sense of place

PROVIDING MEANINGFUL SERVICES• Learn how services are being

developed in other industries• Find out how partnerships can help

create new customer services

CONFERENCE HIGHLIGHTS

CREATING THE IDEAL RETAIL MIX• Hear about emerging

trends in retail• What is the role of leisure,

food and beverage in shopping centres?COMMUNICATING

IN THE RIGHT WAY• What kind of information do

customers expect from you?• How engaging with your

customers in the wrong way can have a negative impact

• Gain insight into the most effective communication channels in the industry

REMOVING FRICTION• How technology can be used to

improve the customer experience• What is on the horizon for innovation

within real estate and other industries?

SPEAKERS INCLUDE:

4 ICSC EUROPEAN MARKETING CONFERENCE ICSC EUROPEAN MARKETING CONFERENCE 5

08:30 REGISTRATION

09:00 EUROPEAN MARKETING CONFERENCE WELCOME

Bill KistlerExecutive Vice President & Managing Director - EMEAICSC

Conference Moderator: Eileen Connolly Managing Director AL Marketing

09:10 KEYNOTE: MARKETERS ARE FROM MARS, CONSUMERS ARE FROM NEW JERSEY• Exploring the gap between how marketers

think and consumers behave

Bob Hoffman Best-selling Author, Speaker and Advisor Type A

10:05 REMOVING FRICTION - HOW TO USE TECHNOLOGY TO IMPROVE THE CUSTOMER EXPERIENCE• Providing an inside track on how to focus on

the customer; innovation is not just about technology – it’s about culture as well

Mario Berger Country LeadGoogle Cloud Germany/Austria

09:00 REGISTRATION

09:30 RETAIL TOUR – DONAU ZENTRUM Pre-registration required

Meeting point: Austria Trend Hotel Savoyen Vienna

Donau Zentrum is the biggest shopping centre in Vienna with a sales area of 133,000 m² and more than 260 shops for fashion, beauty, lifestyle and dining. Donau Zentrum is regarded as the shopping destination in Vienna, drawing approximately 19 million visitors each year. The centre attracts many new and cutting-edge brands including NYX Professional Cosmetics, Rituals, Zara Home and Strandmeister. Other important tenants include Peek & Cloppenburg, Saturn, Müller, C&A, H&M and Interspar.

12:30 NETWORKING LUNCH



WEDNESDAY, 7 JUNE 2017

10:35 NETWORKING BREAK

11:05 THE IMPACT OF SOCIAL CHANGE ONSHOPPING CENTRES• How society and culture has changed and

what implications this has for shops and shopping centres

• Identify the dynamics and subtleties that are needed for shopping centres to regain relevance and meaning

Larry RyanDirector, Qualitative &Quantitative ResearcherBehaviour & Attitudes

11:40 NEXT GEN LIVE! PRESENTSTECH FOR TECH’S SAKE

Rose Lewis Co-Founder Collider

Georg HauerGeneral ManagerUberEATS Vienna

Moderator:Colin White Global Marketing ManagerMovvo

Sponsored by:

ESCT EUROPEANshopping centre trust

12:30 NETWORKING LUNCH – ROUNDTABLE DISCUSSIONS• Informal, interactive discussions providing

an ideal format to exchange ideas and delve deeper into key marketing issues raised during the Conference


15:30 GROUP SESSIONS CONTINUED

17:00 – 18:00

NETWORKING DRINKS RECEPTION

PROGRAMME

THURSDAY, 8 JUNE 2017

“Bob is the best speaker we’ve ever had.” - Time

13:30 GROUP SESSIONS Attendees may attend two out of three group sessions – one before and one after the Networking Break

SESSION A: GROWING KNOWLEDGEHow well do you know your customer?Tips and tricks for effective and insightful qualitative research:• Understand your customers’ experiences, needs,

triggers and barriers• Unpick subconscious associations and

relationships to enhance the shopping experience

Ruth Preston Managing Director Peppermint Research

Charlotte Martin Consultant Peppermint Research

SESSION B: CREATING SUCCESSFUL SHOPPING ENVIRONMENTSA hands-on session on how spatial design can improve your customer service level:• Understanding key spatial success factors• Find out how the mind of a designer works and

why it is important to know this

Erik Go Concept Developer ONE.GO real estate concepts

SESSION C: PROVIDING MEANINGFUL SERVICESLearn how services are being developed in other industries

6 ICSC EUROPEAN MARKETING CONFERENCE



13:55 IMPROVING YOUR PHYSICAL SPACE AND SENSORY EXPERIENCE• How to create a sense of place for your

customers• Enhancing the multi-sensory experience of

shopping centres and increasing the retail portfolio value through excellent retail design and innovation

Mark GurneyGroup Director Concept StudioUnibail-Rodamco

14:30 EFFECTIVE RETAIL MARKETING CAMPAIGNS Learn from 2016 Solal Marketing Award winners

Special Distinction – Budgets Under €10K:One Day Only: 50 Shades of Grey Pop-Up ShopShopping Stadsfeestzaal, Antwerp, Belgium

Steven BervoetsGeneral Mall ManagerMulti Belgium Management

Special Distinction Innovation Award - Brand Awareness Repositioning:Bairams are Meaningful with your PresenceEspark, Eskisehir, Turkey

Dr Philipp SepehrDirector Marketing, Research & InnovationECE Projektmanagement

Moderators: ICSC Solal Marketing Awards Jury Chair:João XavierHead of Mall ManagementMulti Turkey

ICSC Solal Marketing Awards Jury Vice Chair:Alan ThorntonManaging DirectorAL Marketing

THURSDAY, 8 JUNE 2017

The Awards bring together the very best of retail marketing across Europe and South Africa, recognising best

practice and rewarding the most effective campaigns.

ICSC Solal Marketing Awards Ceremony Sponsor:

ICSC Solal Marketing Awards Ceremony & Dinnermumok Hofstallung, Vienna

Thursday, 8 June 2017, 19:00 - 23:00Get ready for a big night out! Bringing together the who’s who in retail marketing, this is THE event where the industry celebrates its outstanding achievements. Join the party at mumok Hofstallung in Vienna’s vibrant MuseumsQuartier - the perfect backdrop for the evening’s festivities!

Limited places available – book your ticket now to secure your place!

2017 ICSC Solal

Marketing Awards

THE BIGGEST NIGHT IN VIENNA


15:45 ELEVATING AIRPORT PASSENGERS’ COMMERCIAL JOURNEY • The power of business partner collaboration;

how to leverage an omni-channel strategy to increase sales and optimise the passenger experience

Britta M. SluisManager Consumers MarketingAmsterdam Airport Schiphol

16:20 KEYNOTE: CREATING THE IDEAL RETAIL MIX • Identifying emerging trends in retail• An overview of the European headwinds and

tailwinds that retailers are facing• What are successful European retailers doing

to win in today’s retail landscape?

Mark DempseyResearch Director, Advisory – EMEAPlanet Retail

17:05 CLOSING REMARKS

Conference Moderator: Eileen Connolly Managing Director AL Marketing

17:15 END OF CONFERENCE

19:00 - 23:00

ICSC SOLAL MARKETING AWARDS CEREMONY & DINNER

Venue: mumok Hofstallung, Vienna

Additional fee applies - limited places available!

ICSC Member €250.00 + VAT

Non-member €350.00 + VAT

Registration Optionswww.icsc.org/2017EMS

Next GenerationThe ICSC Next Generation Member fee is subject to approval. To be considered for this fee, please submit your CV or a link to your LinkedIn profile to: [email protected].

ICSC 29 Queen Anne’s Gate, London, SW1H 9BU, United Kingdom Tel: +44 20 7976 3100 Email: [email protected] www.icsc.org/europe

Register online with a valid credit or debit card. To pay by invoice, download the registration form.

To qualify for the Discounted Member or Next Generation Member fees, each registrant must be an ICSC member.

Please email [email protected] for more details.

10% Group Discount

Register three or more attendees from the same organisation at the same time to benefit from a 10%

discount. Group discounts are not valid for online or Next Generation registrations.

Conference OnlyConference +

Solal Awards Ceremony & Dinner

Member Loyalty Fee (until 10 March 2017)

Discounted Member fee €600.00 + VAT €850.00 + VAT

Advance Registration (until 15 May 2017)

Discounted Member feeNon-member feeNext Generation Member fee

€710.00 + VAT€960.00 + VAT€450.00 + VAT

€960.00 + VAT€1,310.00 + VAT€700.00 + VAT

Standard Registration (from 16 May 2017)

Discounted Member feeNon-member feeNext Generation Member fee

€900.00 + VAT€1,160.00 + VAT€500.00 + VAT

€1,150.00 + VAT€1,510.00 + VAT

€750.00 + VAT



icsc european marketing · changes in customer behaviour, technology driven disruption and the...

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