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RETAIL PARTNERS: ANNUAL PARTNER: FIVE STAR SPONSORS: MARIANO RAJOY Prime Minister of Spain 17-19 APRIL 2018 MARRIOTT AUDITORIUM | MADRID WORLD RETAIL CONGRESS 2018 DAY 1 REPORT WHERE GREAT PEOPLE TELL GREAT STORIES

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Page 1: WHERE GREAT PEOPLE TELL GREAT STORIES DAY …...American Airlines British Airways Cathay Pacific Finnair Iberia Japan Airlines LATAM Malaysia Airlines Qantas Qatar Airways Royal Jordanian

RETAIL PARTNERS: ANNUAL PARTNER:FIVE STAR SPONSORS:

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WORLD RETAIL CONGRESS 2018

DAY 1 REPORT

WHERE GREAT PEOPLE TELL GREAT STORIES

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FELIPE VI, KING OF SPAIN,

HONORARY PRESIDENT OF THE WORLD RETAIL CONGRESS 2018

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PRACTICAL INFORMATION

WORLD RETAIL CONGRESS

CONTENTS

JOIN THE CONVERSATION #WRC2018 #FUTUREOFRETAIL

04 Chairman’s welcome05 Spanish retailer rebrands07 Spanish Prime Minister opens this year’s Congress08 Day 2 Agenda The full second day programme10 Tmall offers a gateway to China12 Floorplan Find your way around the event14 How to focus on profit 16 Day 3 Agenda The full third day programme18 Lego extolls the store as brand experience 20 Thank you To our partners & sponsors

CONGRESS PRESENTATIONS

Presentations will be available to attendees on the website within 10 days of the event taking place. The distribution of presentation materials is subject to the speakers’ approval.

CLOAKROOM

Kindly note, as standard practice there is no cloakroom available. Therefore if you have any luggage please ensure you leave this with the concierge at your hotel.

MEALS

All refreshments and Congress lunches have been carefully selected to offer you the best in banqueting. Please check the agenda for timings.

WIFI

Complimentary Wi-Fi is available throughout the Marriott Auditorium. The network name is “Marriott_Guest”

FIRST AID

If you require first aid please speak with a member of the World Retail Congress team or Marriott staff.

EMERGENCY PROCEDURES The venue staff will take on the role of Fire Marshalls and will direct all guests and other staff to the emergency assembly areas. Upon hearing the fire alarm, please leave the venue by the nearest available fire exit. Fire exits are marked by signage and marshals will be there to assist. Security will ensure all areas are evacuated. After leaving the building go directly to the assembly points. LOST & FOUND

Please ensure you take care of your valuables and inform a member of staff if you misplace any items.

All items found within the venue should be referred to a member of staff. Kindly note that the venue and organisers decline any responsibility for any lost items.

AWARDS TICKETS Awards tickets can be collected from the registration desks throughout the Congress.

OPENING TIMESWednesday 18th April 07:45-17:00Thursday 19th April 07:45-16:00World Retail Awards 19:00

EVENT APP The event app is your go-to source for all things Congress. Build your profile, get the most up-to-date agenda, send messages to other attendees, and submit live feedback after each session. If you have misplaced your login details, [email protected]

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04

HEADLINE PARTNER

Innovation. Celebration. Reward.

CELEBRATE EXCELLENCE IN RETAILThe hottest ticket in retail, join the celebration and get your ticket for the Awards – available to purchase from the registration desk.

On behalf of the World Retail Congress team, it is my great pleasure to welcome you to Madrid and the 2018 Congress, which promises to be a vibrant and important meeting, coming at a time of escalating change.

From the many conversations with retail leaders over the last few months, one of the key issues that preoccupies all is in understanding what will deliver a point of difference to win the customer; coming from technology investment or other strategic choices. Transcending that is a rediscovery of innovation and how to unleash a culture that produces new ideas, radical thinking, exciting new products and services and reinvigorated teams. This will create a competitive edge and attract consumers and is why our theme for 2018 is “Innovate to Win”.

Over the next three days, over 175 speakers will focus on this theme to share ideas and encourage debate that will directly help your business. As always, it is also about the powerful connections you will make by meeting your fellow attendees. We look forward to speaking to you throughout the Congress and hope that you have an enjoyable and invaluable week.

WELCOME FROM THE CHAIRMAN

WORLD RETAIL CONGRESS 2018

IAN McGARRIGLE

ChairmanWORLD RETAIL CONGRESS

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CONGRESS NEWS

Retailers need to use online data to inform how they develop and grow their brands

 Traditional retailers should use the feedback that they can get from the internet to grow new brands fast, Buzzfeed’s Senior Vice President of Marketing Laura Henderson told delegates at the World Retail Congress in Madrid yesterday morning.

 Henderson said Buzzfeed had created numerous brands through allowing small teams to experiment and stressed: “Resist the urge to plan it, deliberately spread yourself too thin.”

 She said Buzzfeed had developed food brand Tasty from experimenting with food videos and reading online comments. The brand is now viewed by Facebook users, allowing the company to launch cookware at 4,000 stores in the United States.

 Buzzfeed also has “a multimillion-dollar” candle brand after staff experimented with candles with scents that remind people of their home State, she added.

 “Think: what is the smallest expression of your idea and deliberately spend as little as possible on it,” she advised.

 Last month, Buzzfeed launched beauty brand As/Is after 30 staff members were allocated to the job initially for a week. Within a week, they had created the brand and the logo; the brand was launched within two months.

 “I couldn’t have launched a brand (at a traditional firm) in less than 18 months,” said Henderson.

USE THE INTERNET TO LAUNCH BRANDS FAST

LAURA HENDERSON

SVP of MarketingBUZZFEED

Spanish fashion company Grupo Cortefiel has changed its name to Tendam as part of its two-year revamp of the 140-year-old retailer.

Chief Executive Jaume Miquel revealed the new name and logo at the World Retail Congress in Madrid on Tuesday morning at a special press conference.

 “We’ve concluded a process of transformation,” Miquel told the Congress in a presentation alongside World Retail Congress Chairman Ian McGarrigle.

 The retailer said it developed the name with brand agency Interbrand and tested it in different countries and different languages like English and Japanese.

 Miquel said that the company would keep the names of its fashion label Cortefiel, upmarket label Pedro del Hierro, underwear chain Women’s Secret, menswear chain Springfield and Fifty.

However, Miquel declined to comment on reports that the retailer intended to list on the

stock exchange this year. He said it would publish its results in June in keeping with its commitments to its stakeholders. It has reported positive like-for-like sales over the last four years and the name change forms part of a wider transformation of the business since he took the helm. Online sales currently account for 6%, he added.

 “We wanted to find a name that works globally,” said Gonzalo Brujo, Global Chief Growth Officer and Chief Executive for Interbrand for EMEA & Latam. The name was inspired by the words “tandem” – to suggest team and group work, and “trends”.

 “We want the brand to be as memorable as possible, “ said Brujo.

 The logo is blue – “a European colour”. “In the world of fashion, blue is the colour that best goes with everything,” said Brujo.

 The E of the logo contains a star to suggest the idea of the brand evolving and continuing its expansion.

SPANISH FASHION RETAILER CORTEFIEL UNVEILS NEW NAME

At the first day of the World Retail Congress, Grupo Cortefiel convened a special press conference to announce a change of name as part of its transformation process

WELCOME PARTY

Ian McGarrigle and Jet Jing of Tmall, Alibaba Group hosted the opening night event

OPENING NIGHT PARTY

The World Retail Congress 2018 started with a packed welcome party exclusively sponsored by Tmall, Alibaba Group at Madrid’s gourmet centre Platea on Monday night, with official welcomes from Congress Chairman Ian McGarrigle and Tmall, Alibaba Group President Jet Jing.

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an alliance of the world's leading airlines working as one.

American Airlines British Airways Cathay Pacific Finnair Iberia Japan Airlines LATAMMalaysia Airlines Qantas Qatar Airways Royal Jordanian S7 Airlines SriLankan Airlines

be global.beone.

oneworld® is proud to be your

official airline alliance.

The oneworld network covers

more than 1,000 destinations in

150 plus countries, so we can get

you anywhere you need to be.

Learn more at oneworld.com

oneworld benefits are available only to passengers on scheduled flights that are both marketed and operated by a oneworld member airline (marketed means that there must be a oneworld member airline’s flight number on your ticket). For information on oneworld, visit www.oneworld.com. American Airlines, British Airways, Cathay Pacific, Finnair, Iberia, Japan Airlines, LATAM Airlines, Malaysia Airlines, Qantas, Qatar Airways, Royal Jordanian,S7 Airlines, SriLankan Airlines and oneworld are trademarks of their respective companies. LATAM Airlines (Paraguay) is currently not a part of oneworld.

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07

CONGRESS NEWS

“BIG DATA AND ARTIFICIAL INTELLIGENCE ALLOWS YOU TO BE SMARTER AND PERSONALISE”

Bright young things and technology will dictate the future of retail according to Emaar chairman 

The pace of digital retail is being driven by smart young people, the chairman of Emaar told the World Retail Congress in Madrid yesterday.

 “I realised my way of doing business is obsolete,” Mohamed Ali Rashed Alabbar said. “These ecommerce people will take over the world. They are young, they are bright. So think how fast you respond to phonecalls, emails, Whatsapps. These people have beds in the office.”

 Rashed Alabbar said he was leaning more heavily on under 35-year-old workers in his businesses, including a 21-year-old who runs his digital media. He has spent the last year trying to recruit the right digital officer for his real estate business.

 He warned businesses against letting their technology departments waste money on designing too many apps.

 Digital strategies needed to focus on what customers are feeling and the challenge of getting shoppers into stores. At Emaar’s mall in Dubai, which receives 80 million visitors, shoppers give 1 to 5 ratings to questions.

 Emaar’s founder thought that despite the pull of mobile phones and tablets, there was nevertheless a place for a return to retail developments that offered a sense of traditional neighbourhoods:

“The old life of the square, people getting together by the church, the park or the synagogue” he said.

BUSINESSES NEED TO LEAN ON SMART UNDER 35s

MOHAMED ALI RASHED ALABBAR

ChairmanEMAAR

Retail, the digital revolution and Spain’s success as a tourist destination were the key themes from Spanish Prime Minister Mariano Rajoy’s opening address as he inaugurated the 2018 World Retail Congress yesterday, the first time the Congress has been back to Spain since its debut in Barcelona.

“For the government of Spain, working together, we are embracing the digital revolution, the benefits to our economy and jobs. For Spain digitisation represents new opportunities and allows us to have more freedom,” he said.

Mariano stressed that the government wants to guarantee access to the internet to the whole Spanish population, wherever they live and that through a multi-department plan is trying to ensure that the digital revolution reaches all parts of economy.

He also emphasised the leading role in tourism held by Spain and Rajoy said that he would like to see this translate into a strong tourism retail market.

World Retail Congress Chairman Ian McGarrigle pointed to the high level of

disruption in the retail market, since last year Amazon has acquired US grocery specialist Whole Foods, China has continued to rise in prominence, while many retailers continue to reduce their number of stores.

“The heart of this retail sector is not just changing but sometimes the fundamantals no longer apply,” he said as he welcomed delegates to the World Retail Congress 2018.

SPANISH PRIME MINISTER WELCOMES CONGRESS 2018

The spanish Prime Minister stressed the importance of retail and digitisation to the Spanish economy. By Mark Faithfull

RETAILERS NEED TO GRASP ONLINE INSIGHT

Patrick Bousquet-Chavanne, Executive Director, Customer, Marketing & M&S.com, Marks & Spencer, said that online operators’ very fast real time response is something legacy retailers need to try and copy. “You have to correlate information, it shouldn’t just rest with one team, you need to bring metrics that bring end to end,” he said, explaining that M&S had tried to bring together its diverse insight.

Dr Barbara Kahn, Chaired Professor of Marketing, The Wharton School, University of Pennsylvania, added: “Personalising is not rocket science but actually pretty hard to do, so often retailers get it wrong. Even though the concept of linking makes sense. But big data and artificial intelligence allows you to be smarter and personalise.

IAN McGARRIGLE

ChairmanWORLD RETAIL CONGRESS

an alliance of the world's leading airlines working as one.

American Airlines British Airways Cathay Pacific Finnair Iberia Japan Airlines LATAMMalaysia Airlines Qantas Qatar Airways Royal Jordanian S7 Airlines SriLankan Airlines

be global.beone.

oneworld® is proud to be your

official airline alliance.

The oneworld network covers

more than 1,000 destinations in

150 plus countries, so we can get

you anywhere you need to be.

Learn more at oneworld.com

oneworld benefits are available only to passengers on scheduled flights that are both marketed and operated by a oneworld member airline (marketed means that there must be a oneworld member airline’s flight number on your ticket). For information on oneworld, visit www.oneworld.com. American Airlines, British Airways, Cathay Pacific, Finnair, Iberia, Japan Airlines, LATAM Airlines, Malaysia Airlines, Qantas, Qatar Airways, Royal Jordanian,S7 Airlines, SriLankan Airlines and oneworld are trademarks of their respective companies. LATAM Airlines (Paraguay) is currently not a part of oneworld.

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08

THE BIG PICTURETHE SMALL DETAILS

DAY TWO

08:00

08:00

09:00

10:10

11:00

11:25

11:50

10:30-11:10

09:45

SHANE NOLAN Director | Google

International Director’s Forum – Hot or not: The market updateLeadership Programme Room GUILLAUME PROU President, EMEA | Alpargatas ANTONIS KYPRIANOU General Manager, Franchising | Grupo Cortefiel Moderator: BART DENOLF CEO – Franchise | Sacoor Brothers

Retail store apocalypse? Think again.Lab EJOHN RYAN Stores Editor | Retail Week

THE BIG PICTURE, THE SMALL DETAILSCongress Chair: NAGA MUNCHETTY International Broadcast Journalist

The Economic EdgeDR DIEGO RODRIGUEZ PALENZUELA Head of the Business Cycle Analysis Division, Directorate General Economic Developments | European Central BankIRA KALISH Chief Global Economist | Deloitte

Retail’s role in alleviating scarcity and creating a consumer class CORINNE FLEISCHER Director, Supply Chain | United Nations World Food Programme

The future of retail / The future of citiesJEAN-PIERRE HEIM Founder/Architect | Heim Design

2018: The year of disruption (Roundtable – By invitation only) Sponsored by Intel. Exhibition floorJOE JENSEN Vice President, Internet of Things Group, General Manager, Retail Division | Intel

Fireside chat: Adapting to survive: Is the traditional retail model still relevant?VÉRONIQUE LAURY CEO | Kingfisher

Building a global brandEMILIO BUTRAGUEÑO Director of Institutional Relations | Real Madrid

Diversity in leadership: Changing the face of the retail boardMICHELLE FEENEY Founder | Floral Street WENDY SIU Founder & President | Heather & March, Advisory Board Member | Laurent-PerrierVERONIKA POUNTCHEVA Global Director, Corporate Responsibility | METRO AG

SPENCER FUNG Group CEO | Li & Fung Moderator: MATTHEW SHAY President & CEO | National Retail Federation (NRF)

08:00 BREAKFAST BRIEFING Moments that Matter. Sponsored by Google. Lab C

10:30 MORNING REFRESHMENTS AND NETWORKING

12:30 CONGRESS LUNCH AND NETWORKING

12:30 - 13:20 LEADERSHIP LUNCH BRIEFING Digitising the supply chain – retail’s big challenge (invitation only) Sponsored by Li & Fung Lab C

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09

13:40-14:20

14:25-15:05

15:35-16:15

16:20-17:00

15:05 AFTERNOON REFRESHMENTS AND NETWORKING

Sustainability in retail – when making a difference makes business senseJOANNA YARROW Head of Sustainable and Healthier Living | IKEAANDREAS STREUBIG Director Global Sustainability | Hugo Boss MICHAEL BEUTLER Sustainability Operations Director | KeringModerator: THOMAS TOCHTERMANN Chairman | Global Fashion Agenda

The great debate: Sustainability over turnoverJAVIER GOYENECHE President & Founder | ECOALFJOHANN BÖDECKER CEO | Miniwiz Europe & Pentatonic ANNE CHARLOTTE MORNINGTON Head of International Expansion | OlioModerator: CHRISTIAN EWERT Director-General | Amfori

Building on heritage: Winning with innovationSIMON COTTON CEO | Johnstons of ElginALBA TOUS Chairwoman | TousModerator: DR MARC SCHUMACHER Managing Partner | Zeitgeist Group and Liganova

Taking luxury to the next levelSÉBASTIEN BADAULT MD France & Israel, International Director, Luxury & Fashion | AlibabaADAM PRITZKER Founder, Assembled BrandsFRÉDÉRIC DE NARP CEO | BallyModerator: NAGA MUNCHETTY International Broadcast Journalist

Transformation and turnaround: The reality of rebuilding a retail businessDAVID PUN Chairman & CEO | EvisuJAUME MIQUEL Group CEO | Grupo CortefielModerator: OLIVIER SALOMON Managing Director, Paris | AlixPartners

Thriving in an environment of store closures: What it takes to flourish TJEERD JEGEN CEO | HEMAMICHAEL KUCHMENT Co-Founder and Vice President | HOFFHEIKO SCHÄFER CEO | Tom TailorModerator: JOHN VINCENT Co-Founder | LEON

Store design + technology = future of customer experienceTIM KOBE Founder & CEO | Eight Inc.MATTHEW DRINKWATER Head of Fashion Innovation Agency | London College of FashionModerator: RACHEL ARTHUR Chief Intelligence Officer | The Current

Beauty and the basics: Going back to the emotional roots of retailERIC FEIGENBAUM New York Editor | VMSD MagazineJANET WARDLEY Head of Visual Display | Harvey NicholsModerator: KIRSTY KEAN Retail Consultant | Visual Thinking

How to stay relevant in this fast-moving retail world BERNIE BROOKES Former CEO | EdconSTACEY CARTWRIGHT Deputy Chairman | Harvey NicholsANDREW JENNINGS Chairman | HEMATONY DE NUNZIO Chairman | Pets at HomeModerator: IAN MCGARRIGLE Chairman | World Retail Congress

Company culture and leadership: Lessons in success – and failureMICHAEL HARDWICK CFO | Cotton OnANDERS DAHLVIG NED | H&M, Chairman | Inter-IKEAVÉRONIQUE LAURY CEO | KingfisherModerator: CHRISTIAN VERSCHUEREN Director-General | EuroCommerce

Innovation in grocery: Revolutionising an industryVIPUL PAREKH Co-Founder and Head of Marketing | Big BasketTINA SHARKEY Co-Founder & CEO | Brandless JAUME GOMÀ Co-Founder & CEO | UlaboxModerator: BORIS PLANER Chief Economist | Planet Retail

Food wars: What does Amazon mean for grocery?SARAH DAVIS President | Loblaw Companies Ltd.STEPHAN DUCHARME Chairman of Management Board | X5Moderator: GUILLAUME BACUVIER CEO | dunnhumby

More than a trend: Machine learning and its impact across the retail spectrumJOE JENSEN Vice President | Internet of Things Group, General Manager, Retail Division | IntelEUGENE ROMAN EVP Digital XCellence | Canadian TireModerator: JAMES ASHTON | Business Journalist

The logistics lowdownIVÁN ESCUDERO RIAL Head of RFID | InditexFELIPE FERREIRA Head of Supply Chain | Worten Moderator: HENRI SEROUX Senior Vice President of EMEA | Manhattan Associates

Rebooting the department store: A new flagship for a new customerJuan Carlos Escribano CEO | El Palacio del HierroSTACEY CARTWRIGHT Deputy Chairman | Harvey NicholsModerated by: ANDREA WEISS Founder | The O Alliance

The great debate – what next for malls?STEVEN LEVIN Founder & CEO, Centennial Real EstateLARA MARRERO Senior Associate, Strategy Director | GenslerDIEGO DE VICENTE Founder & CEO | MODDO Moderator: MARK FAITHFULL Editor | Retail Property Analyst

13:40-14:10 Direct to consumer: An engagement channel or a driver for sales? ALEJANDRO VICENTE Senior Vice President, Global Head of M&A | Coty and Chairman | YouniqueModerator: MARTIN NEWMAN NED | White Stuff

14:20-15:05 Around the world in marketplaces: Revealing the fundamentals to succeeding in these diverse markets XIAO WANG Vice President | Kaola JENNY COSSONS Chief Partnerships Officer | Lyst JORGE J. QUIROGA CEO | TodoRetail - Compra por MexicoModerator: MICHELLE GRANT Head of Retailing, | Euromonitor International

15:35-15:55 Route to market: A practical guide to direct to consumer MOIZ ALI CEO | Native

16:00-16:50 Making marketplace + brand = A winning formula BART MAES European eCommerce Director | HasbroLOREN PADELFORD Vice President andGeneral Manager | ShopifyCARSTEN KELLER Vice President PartnerSolutions | ZalandoModerator: MICHELLE GRANT Head of Retailing | Euromonitor International

A SUSTAINABILITY B STORES/TRANSFORMATION C ORGANISATION D FUTURE OF RETAIL E ECOM PROGRAMME

A SUSTAINABILITY B STORES/TRANSFORMATION C ORGANISATION D FUTURE OF RETAIL E ECOM PROGRAMME

17:00

18:30

End of Day Two

International Women in Retail Networking Event (Pre-booked only)Sponsored by El Corte Ingles

19:30 HALL OF FAME DINNER (invitation only)

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Changing structures can create opportunities says Chobani. By Mark Faithfull

Combining functions and realigning a business around where investment and sales gain the most traction can reap strong rewards, claimed Peter McGuinness, Chief Marketing, Commercial and Demand Officer at yoghurt brand Chobani at World Retail Congress in Madrid yesterday.

The company, which is 10 years old, is also planning to open more cafes although McGuinness stressed that this is largely to grow the brand rather than as a push into F&B.

He said: “We have been pioneering a lot of programmes for employees, emphasising our values and we are purpose based. That tends to skew us towards millennials in terms of consumers. We decided it was time to act and change the way we make demand. So we combined a lot of functions.

“We took departments and budgets and put them together as a demand creation budget. The relative youth of our business means we didn’t have a lot of entrenched silos to break down, it was more of a case of building up. But seven months in, the early signs are more pride and a more effective organisation.”

CHANGING THE BUSINESS TO PROMOTE PERFORMANCE

PETER MCGUINNESS

Chief Marketing OfficerCHOBANI

Alibaba’s giant online marketplace Tmall is serving as a foothold into China and as a way for retailers to develop new brands, Tmall President Jet Jing told the World Retail Congress in Madrid on Tuesday.

“For a small and medium-sized enterprise it has never been so easy to do business with China”, he said, saying Tmall helped businesses grow both online and offline brands.

 As an example, British baby food brand Little Freddie started its business on Tmall just over two years ago. It has grown it to 4,000 offline stores, Jing said. P&G began investing in China 30 years ago but found traditional channels had become limited.

Using Tmall, it has launched dozens of brands. It now contributes to 15% of its new product mix and has halved its period of product innovation.

 Tmall helps retailers redefine the retail process, developing a “consumer-centred approach”, Jing said, adding: “People have to forget the traditional e-commerce mindset.”

Tmall flagship store growth rose 124% but offline growth rose even more, 150%, he

pointed out to a packed audience. The attraction of Tmall to new retailers is

hardly surprising. Tmall’s 24-hour shopping generated US$25.3 billion.

 “We hope every brand will think about the Chinese market,” said Jing of opportunities in China. “If you want to redefine this industry, we are there waiting for you.

TMALL PROMISES CHINESE FOOTHOLD FOR BIG AND SMALLChinese online giant Tmall has created a gateway to the country’s huge market and wants more foreign brands to enter

DR BARBARA KAHN

Chaired Professor of MarketingJAY H. BAKER RETAILING CENTER

US retailers must deliver on brand, price, being experiential and frictionless to survive the shopping revolution, marketing academic Dr Barbara Kahn told the World Retail Congress in Madrid on Tuesday.

 The expert from the Wharton School at the University of Pennsylvania offered the Congress clues on why many stores are closing and what ingredients will help retailers survive and thrive.

 In her new book “The Shopping Revolution” Kahn singles out Amazon as an example of a retailer that takes customer pain away. “Amazon is the best at frictionless and low-price,” she said. Eataly is another exemplary brand for providing pleasure to consumers, she said.

CONGRESS NEWS

INGREDIENTS TO SURVIVE THE ‘SHOPPING REVOLUTION’

JET JING

PresidentTMALL, ALIBABA GROUP

“WE DECIDED IT WAS TIME TO ACT AND CHANGE THE WAY WE MAKE DEMAND”

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THE DRIVING FORCE OF NEW RETAIL

Tmall created the world famous “Double 11” Shopping Festival in 2011. In 2017, total sales on Tmall Double 11 Shopping Festival reached 168.2 billion yuan that’s 25.3 billion US dollars - from 225 countries and regions, 90% of these sales coming from mobile.168.2 billion yuan sales is not only a record in China, but also a record worldwide.

Tmall is China’s largest third-party platform for brands and retailers

Home to more than 200,000 renowned brands around the world

89,000 flagship stores and 515 million active customers

BRINGING THE WORLD TO CHINA

BRINGING THE WORLD TO CHINA

TMall-AnuncioPrensaA4.indd 1 7/4/18 10:52

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FLOOR PLAN

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1 JD.COM 6 D’S DAMAT 10 TULIP 12 LOGILITY 13 PALL MALL 14 WOOQER 16 GENUINE COCONUT 18 TMALL, ALIBABA GROUP 24 SES IMAGOTAG

38 GIBAM SHOPS SPA 42 STORA ENSO OYJ 46 IBM 50 DIGITAL GOODIE 52 ORGANISERS OFFICE 54 DEPARTMENT FOR INTERNATIONAL TRADE 58 TXT RETAIL, AN APTOS COMPANY 60 DEEP BLUE TECHNOLOGY 72 SHOWCASE INTERIORS

EXHIBITORS

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014

CONGRESS NEWS

Speed and service are essential for ultra-competitive Chinese online market.Chinese retailers are under pressure to be innovative to meet consumers who demand speed and novelty, the Chief Executive of JD.com told the World Retail Congress in Madrid yesterday.

Richard Liu said his company was using drones to deliver to remote villages in China because consumers would not accept the two-day delivery plans offered in Europe.

 “In China that would be a disaster. You can get your parcels in six hours,” he said.

 JD.com now has 292 million active users and can deliver to 100% of them the same day or the next day, he claimed.

 Chinese consumers also crave novelty in retail, said Liu. “In Europe, I see a boss running the same store for a dozen years. In China, every guy opens a new one,” said Liu.

 Liu started in retail after graduating from university. “I just wanted to make some money and to buy some medicine for my mother-in-law,” he said.

 He knew little about ecommerce when he began online but realised he needed to build his own logistics system because he found 72% of customer complaints came from poorly executed logistics.

 “The whole world is changing so fast. If you stop innovating even for a year you’ll be out of the game,” said Liu.

However, despite his belief in technological change, Liu said he believed it will take another decade for technology and shoppers to be ready for fully automated stores.

RETAILERS UNDER PRESSURE TO CHANGE FAST IN VAST CHINA

RICHARD LIU

Founder, Chairman & CEOJD.COM

Extraodinary deflation in retail has mean that prices have not gone up in most segments over the last 15 years and retailers have to work a lot harder to make a profit, warned Gavin Aldred, Owner & Chairman, Supremebeing.com at World Retail Congress yesterday morning.

“We live in an age of relatively good products at relatively good prices,” he said of the current retail environment but said that

the climate is also familiar.“We have been through this with Y2K and

there is a lot of this around at the moment, a case of Emperor’s new clothes,” he said, as he questioned the role of, for example, voice activation. “More and more there is a case of being left alone.”

He also raised concerns over the economies of free delivery: “It’s insane to keep doing things that lose you money. It’s impossible to do all the things we are supposed to need to do. There is hardly any barrier to entry, so companies can go online and nibble away at markets. We are moving away from needing to go to stores.”

Instead of pursuing unachievable targets, Aldred said: “Our future success is selling less for more, a reversal of the proposal over the past decade. There are 140 billion garments produced every year, 20 for every person. We are bombarded to buy more and more.”

He added: “We need to choose our customers very carefully. Look at the high level of returns, among some customers it’s around 40%. Why do you want those customers? We also need a proper case for selling our products, otherwise we are just drug dealers.”

RETAILERS NEED TO FOCUS ON PROFITABLE CUSTOMERSInstead of chasing every shopper, retailers should pursue those who are profitable and stop trying to do everything

TURN BRAND OF ME INTO WE

Retailers will move from customer created places to collaborating with customers, shifting from “the brand of me to brand of we”, according to David Kepron, Vice President, Global Design Strategies, Distinctive Premium Brands.

Speaking at the World Retail Congress yesterday morning, Kepron stressed that customer experience happens in a person’s brain and said: “We are currently moving to a world of brand of me. What is relevant to the younger generation is not the same as everyone else. So there is not a one-size-fits-all for anything, but this creates an opportunity to write a story that they can be part of.”

GAVIN ALDRED

Owner & ChairmanSUPREMEBEING.COM

“SO THERE IS NOT A ONE-SIZE-FITS-ALL FOR ANYTHING, BUT THIS CREATES AN OPPORTUNITY TO WRITE A STORY THAT THEY CAN BE PART OF”

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THE FUTUREOF RETAIL

DAY THREE

08:00

09:00

09:00

09:20

09:50

10:15

10:35

11:00-12:00

The new secret ingredient to winning in retailNICK MARTIN Head of Google Cloud, Retail & CPG | Google

Getting retail’s voice heardCHRISTIAN EWERT Director-General | Amfori CHRISTIAN VERSCHUEREN Director-General | EuroCommerceLORENZO FORMOSO Vice Chairman | FAPRA; Chairman | PRA MATTHEW SHAY President & CEO | National Retail Federation (NRF) Moderator: MASSIMO VOLPE Chairman | FIRAE

THE FUTURE OF RETAILCongress Chair: NAGA MUNCHETTY International Broadcast Journalist

Partnering in the age of assistanceMARTIJN BERTISEN UK Director of Retail and Technology | Google

Fireside chatSIR MARTIN SORRELL Founder & CEO | WPP

‘Next Year’ to ‘Now’ - Transforming a $6 billion business into a modern brandAVERY BAKER Chief Brand Officer | Tommy Hilfiger

Innovation and experimentation in global retailLAURA ALBER President & CEO | Williams-Sonoma, Inc.

Q&A

Special Presentation: The future of retail by retail’s future talent Lab AIntroduced and moderated by DOUGLAS EVANS CEO | The YMA Fashion Scholarship FundThe students: KATHERINE KYKTA | The University of Texas at Austin MARYAM SHEHATA | University of California, Los AngelesCATHERINE CLOCK | FIT Fashion Institute of Technology, New York ANNIE CARSON | Syracuse University, New York

Brands on the run: Upending the future of traditional retailHOWARD SAUNDERS Futurist

How mobile and social media are driving offline salesMARTIN BARTHEL Global Head of Retail & Ecommerce Strategy | Facebook

#influencers: The future of consumer connectionGEIR OVE PEDERSEN AKA GEEOHSNAP

The rise of the robots: Automation acceleration and the impact on productivity and society DAN O’CONNOR | Founder & CEO, RNG, Fellow, Advanced Leadership Initiative | Harvard University

Future Retail Challenge: World Retail Congress Student Competition final presentations Sponsored by Grupo Cortefiel Lab C – lunch to be provided in roomJudges: BERNIE BROOKES Former CEO | Edcon ANTONIS KYPRIANOU General Manager, Franchising | Grupo Cortefiel

08:00 BREAKFAST BRIEFING (By invitation only) Sponsored by Google Cloud Leadership Programme Room

08:00 BREAKFAST BRIEFING Lab E

10:50 MORNING REFRESHMENTS AND NETWORKING

12:50 CONGRESS LUNCH AND NETWORKING

12:50 RETAIL AWARD FINALIST CELEBRATION LUNCH (By invitation only) Lab B

11:20

11:40

12:00

12:30

13:00-14:30

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GILBERT HARRISON Chairman | Harrison Group, Chairman Emeritus | Financo JODIE FOX Co-Founder & Chief Creative Officer | Shoes of Prey

Fireside chat: Achieving global ambitionsSTEFANO PESSINA Executive Vice Chairman & CEO | Walgreens Boots Alliance Moderator: JAMES ASHTON Business Journalist

Innovating to win today’s consumerENRICO MISTRON EVP Corporate Business Services | Luxottica FREDERICO TRAJANO CEO | Magazine LuizaENRIQUE FERNANDEZ CEO | M.video Moderator: STEVE LAUGHLIN Vice President & General Manager, Global Consumer Industry | IBM

Fireside chat: Being a market leader, staying a market leaderDIMAS GIMENO ÁLVAREZ Chairman | El Corte InglesModerator: IAN MCGARRIGLE Chairman | World Retail Congress

Brands and the power of celebrityVALERIA MAZZA Supermodel, Businesswoman, Philanthropist Moderator: FERNANDO MAUDO MD | Starlite

Fireside chat: A beautiful success storyCHRISTOPHER DE LAPUENTE CEO | SephoraModerator: DANIEL PIETTE Founder | L Capital; Chairman | First Founders

End of Congress

14:00

14:20

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19:00 AWARDS DRINKS RECEPTION

19:30 WORLD RETAIL CONGRESS GALA AND AWARDS

22:00 AWARDS AFTER-PARTY

KEY SPEAKERS ON DAY 3

Phot

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Selig

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ON THURSDAY HEAR FROM SPEAKERS INCLUDING AVERY BAKER, CHRISTOPHER CHRISTOPHER DE LAPUENTE, SIR MARTIN SORRELL, LAURA ALBER, VALERIA MAZZA AND MARTIJN BERTISEN

Phot

o: E

lizab

eth

Lipp

man

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CONGRESS NEWS

Transparent information sharing is vital if partnerships are to work effectively Good retail partnerships offer ways to access new clients but require frank information sharing to be successful, the co-founder of fashion house Cuyana told the World Retail Congress in Madrid on Tuesday.

 Partnerships sometimes fail because not enough information is shared between them in order to reach their target demographic, said Karla Gallardo, who said her firm spent two years travelling to different countries to source the best factories to produce her brand’s designs.

 “It’s tough sharing enough information. It’s often a dancing game to appeal to the other side,” Gallardo said.

 “Our partnerships are also about sharing information…reaching an audience you wouldn’t normally reach,” said Sharmila Murat, General Manager of Tryano & Sales Fifth Avenue Bahrain for the Chalhoub Group. She said her company learnt a lot from the different start-ups it worked with.

 Initiatives have included bringing in local designers in the Middle East into stores to showcase their products.

 And if partnerships go wrong, end them quickly, advised Maxim Grishakov, Chief Executive of Yandex Market. “Unresolved partnerships can drag on and on,” he said.

INFORMATION REVEAL THE KEY TO STRONG PARTNERSHIPS

PANEL DEBATE:

Making partnerships work in retail

Retailers need to use their physical stores to give customers memorable experiences, Lego’s Head of Global Innovation, Martin Urrutia, told the World Retail Congress in Madrid on Tuesday.

“Think about what you want people to remember from their visit to your store,” he

advised delegates during his presentation. Urrutia advised retailers to think of their

stores like “another media channel” or a “brand experience centre”, which is why Lego offers hands-on brick building at its stores.

 “Our ambition is that every time you come to a Lego store you have the opportunity to play and to touch a brick,” said Urrutia, who likened the Lego stores to a “large theatre”.

He also stressed that visiting a Lego store should be “just as much fun as building the Lego toys afterwards” as he said that the stores are places to feature “what’s hot” and a location for storytelling and to “inspire kids”.

Urrutia said that a store has two purposes, to meet the fundamental, practical requirements and to create a consumer experience. “It is when these two fit together, just as perfectly as two Lego bricks, that you have the right store experience,” he added

 “When you create experiences for the stores, make sure they have the chance to create an experience that you want them to share.”Those attending the session were handed six Lego bricks and asked to build a duck with them to show the kind of low-cost fun a retailer could give customers to bricks-and-mortar stores.

The ducks could be different, said Urrutia - but only once the audience had built theirs. “Children are many times more creative than adults,” he said. “When you were creating your duck, you wanted it to look perfect!”

GIVE THEM A MEMORY, SAYS LEGO INNOVATORStores should be all about the experience not the transaction, insists Urrutia, of the toys retailer

MARTIN URRUTIA

Head of Retail InnovationLEGO GROUP

TAKE A PAGE OUT OF THE HOSPITALITY BOOK

The restaurant and hospitality industry has clear lessons for retailers in building relationships with customers, concluded one session at the World Retail Congress in Madrid on Tuesday.

 French cosmetics brand L’Occitane en Provence recruited Justine Filloux as Flagship General Manager even though she wasn’t from a retail background – she came from upscale London hotel Claridge’s.

 “I thought: ‘I can teach people retail. What I can’t teach is inspiration’”, explained Jamie Taylor, L’Occitane en Provence’s Retail, Property and Wholesale Director.

 L’Occitane opened a 6,000 sqm flagship

store on London’s Regent Street boasting a café where staff spend an average of 25 minutes with clients.

 The store is about “memory creation via inspirational story-telling”, he said.

 Bricks-and-mortar stores are becoming increasingly important, argued Taylor. “That physical interaction with the customer is becoming more and more important,” he said.

 The founder of LEON, John Vincent, warned that the hospitality industry was not an easy one, however.

 “You can’t do F&B without cleaning the toilets,” he joked. “People think because they go to restaurants, it’s easy to run them.”

“THINK ABOUT WHAT YOU WANT PEOPLE TO REMEMBER”

“IF PARTNERSHIPS GO WRONG, END THEM QUICKLY”

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THANKS TO OUR SPONSORS & PARTNERS

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PREMIUM PARTNERS:

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FÉDÉRATION POUR L’URBANISME ET LE DÉVELOPPEMENT DU COMMERCE SPÉCIALISÉ

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14-16 MAY

2019 AM

STERDA

M

WORLD RETAIL CONGRESS 2019Join us for our annual global gathering of the retail industry as the Congress moves to Amsterdam on the 14-16 May 2019.Experience three unforgettable days of retail ideas, innovation and inspiration and learn from the giants, the disruptors and the gamechangers of the industry. Secure your place today and benefit from the lowest rate for the 2019 Congress.

Visit worldretailcongress.com to purchase your pass.WORLD RETAIL CONGRESS WHERE IDEAS GO GLOBAL

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