Session
You are not currently viewing the most recent Shopper Marketing. Go to Shopper Marketing 2023.
Keynote: From a place to buy to the place to be
Monday, April 29, 2019
9:30 AM - 10:15 AM
Court
Tony Chapman, TV and Radio Personality, and one of North America’s leading authorities on consumer behaviour, will be debuting his new content - From a Place to Buy to The Place to Be at the Shopper Marketing Forum.
Chapman contends that the 6 Pillars that a great retail brand was built upon - Proposition, Product, Place, Promotion, Price and People have been neutralized if not neutered by the Platform Economy. Brands like Amazon, Uber, Google, Netflix, AirBnB and LinkedIn have forged a direct path to the consumer. They hijack the consumer's mobile phone as a Trojan Horse to then offer hyper-personalized offers with precision. They put the world within arms’ reach of their desire and almost overnight they have created over $7.3 trillion dollars in market capitalization.
In his keynote, Chapman will break down the strengths and weaknesses of the platform economy and then draw upon best in the world case studies in retail, hospitality and tourism, to offer his thoughts on how anyone who relies on a physical space to attract traffic and basket, can counter these digital matchmakers by focusing on what matters most to the consumer – the need to be.
Featuring:
Tony Chapman
Partner & CEO
Tony Chapman Reactions
