+1.63DS Smith at the Tessiner Innovation Days
The Tessiner Innovation Days are an important institution and the number one address for the European confectionary industry when it comes to questions about future markets and innovative input.
More than 30 owners and managers of top brands met in Ascona, Switzerland, from 18th to 22th April 2015. According to the motto “Think change with initiators“ – future paths to a new lifestyle, desired markets and strategies in the digital era, the participants took advantage of the opportunity to actively discuss the speeches and to find new ideas to optimize their own brands.
Anja Röhrle, Marketing Manager at DS Smith for the region Germany & Switzerland, gave a lecture on the topic “Placing products as an experience – opportunities for on- and offline-trading”. “The differentiation between online and offline vanishes more and more. The Customer no longer differentiates between “online” and “offline”, which entails new challenges for brands”, Anja Röhrle says. “The customer should receive a positive purchasing experience across all touch points that represent the brand and its message and which is optimally adjusted to the respective channel, as each channel has its own requirements.” The offline-world might be reloaded with new messages and a connection to the online-world, for example with QR-Codes and augmented reality on packaging and displays. Vice versa, online ordered products have to represent the brand and their image. If the customer receives a product in a bad condition or in a packaging that appears cheap or is damaged in the worst case, it will destroy the customers´ trust in the brand. The participants enjoyed the presentation because brand image and product experience are very important topics in the confectionary industry, to carry on a successful performance in the market in the future.
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