#newretailthinking in Valencia: “The Purchase Experience – Who Cares?”

It has never been more important for the technology industry to collaborate and find ways of enhancing the purchase experience of ICT shoppers. Footfall is decreasing, sales of key categories are down, and there is an imperative to leverage the benefits of bricks and mortar. With the rapid evolution of technology there are many opportunities to be creative and surprise the end user.

So CONTEXT will host a forum of industry experts which will take place at Melco Business Club on 28th May in the Feria Valencia. This is also a magnificent opportunity to discover the dazzling modern architecture of Santiago Calatrava.


The purpose of the Forum, developed with AUDE Business Events, is for participants to identify practical and strategic opportunities to make a difference to the purchase experience. The Forum is aimed at Board, Director and Senior Manager level, for people from the Buying, Sales, Marketing, and Merchandising departments, as well as CEO’s.

The Forum will gather people with a strategic mindset who care about:

    • Assortment – how can you better anticipate the trends? What opportunities are there for  working with Distribution on innovative ways to increase product range? Are you addressing the needs of small and micro businesses?
    • Layout – store-in-store has its advocates and detractors – what do you think and what does the panel have to say? Are you selling commodity goods or inviting people into an experience which will grow demand? Are you creating a seamless shopper experience across channels?
    • Prescription – an HP study shows that Spanish consumers value very highly, more by a large factor than other European countries, the sales prescription they receive in-store? How are you leveraging this or are you reducing your investment in salespeople?

In all of the above, knowing who needs to collaborate and take responsibility for these things to happen is a critical question that also needs to be addressed.

The Advisory Board of Industry experts who will be present in the Forum, has already worked to make the agenda impactful for Senior Managers in the Technology Industry. These are:

HP – Inés Bermejo, Iberia PPS Consumer Manager
Lenovo – Maite Ramos, General Manager, Iberia Consumer Business
Intel – Javier Galiana, Southern Europe Consumer Marketing Manager
Microsoft – Gonzalo Ruiz, Windows & Office Consumer Channel Strategy
Fnac – Eugenia Albares, Spain Buying and Strategy Director
AMD – Ramon Abad, Senior BD Manager Consumer

Here is what two of our Advisory Board have already said about the meeting:


“I welcome this opportunity to exchange with others from the industry as we have limited occasions to exchange in a forum like this and it is important to do so”. Javier Galiana


“Retailers are concerned with generating traffic, vendors are concerned with brand, we should all be focusing on what the consumer wants, and asking ‘What do our partners want? What is a win-win for everyone?’ ” Inés Bermejo


Hasta pronto and we look forward to this interesting and thought-provoking exchange!


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