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Customer brand experience is becoming a core differentiator, overtaking price and product in importance

By 2020 customer brand experience will become the core differentiator, overtaking price and product in importance, according to the prestigious consultancy firm Walker. The companies that will manage to create memorable experiences between customers and brands will have the biggest competitive advantage. Customization is the core word, and studies show that many of the biggest companies have already understood this. The last study released by Accenture shows that 81% of the executives involved in research consider that brand Customer Experience is among the top 5 priorities for their organisation. 

The trend is also increasing in popularity in the business market in Romania, where more and more companies are focusing their attention on brand Customer Experience. This is why Conference Arena, member of the Marketing Insiders Group, is organising Customer Experience & Retail Days, an event that is aiming to bring the customer to the center of the conversation. The event, which 80 top & middle managers are expected to attend, will take place on November 25th and 26th at the JW Marriott Bucharest Grand Hotel.

“The technological advances we’ve seeen in last 4 years, the high standards that customers hold us to and an increasingly tight competition are just some of the characteristics of the business environment in which we are working today. In these conditions, to be a good specialist and a good strategist is not enough. We need updated information, connections and different, fresh perspectives on the challenges that we encounter daily. Customer Experience & Retail Days is striving to do just that: create a suitable environment for documented debate on brand customer experiences, focusing on the challenges that we encounter in retail.” – Mădălina Vilău | Managing Partner at the Marketing Insiders Group and founder of Conference Arena.

 Customer Experience & Retail Days will be structured in two main directions: on the first day the core subject will be the evolution of the relationship between brands and customers, and the second day will be focused on the particularities of the retail market. Among the subjects we’ll be discussing are: the consequences of the technological revolution and the way in which these transformations influence the relationship between brands and customers, Digital Customer Experience – customer perception and company perspective, migrating retail from online to offline, the evolution of loyalty programs in retail, and self-service assisted sales.

One of the speakers attending the event is Richard Min- EMEA Manager, Air Aroma. The connection between smell and emotion and the way in which they influence our decisions and brand attachment and olfactive communication will be the subjects that the representative of Air Aroma, the global leader in corporate perfumeries, will be discussing.

Cristina Grigore – Executive Director at the Romanian Parents Foundation will also be present at the event and will be facilitating the first presentation ever held in Bucharest on the PEDITEL 1791 service. The pediatric Call Center PEDITEL 1791 was initiated and implemented by the Romanian Parents Foundation, at the Children’s Hospital in Cluj and thanks to its resounding local success, will soon be expanded at the national level.

Nansi Lungu – University Lecturer and PhD at the Cognitive Sciences Department at the Titu Maiorescu University will be speaking about Neuromarketing, more precisely about the way in which consumers make decisions and about the relationship between the decision-making process and the different areas of the human brain.

The conference is also supported by Mediatel Data – Gold Partner, Alpine Adventure Romania – Supporting Partner, and Air Aroma- Scented Partner.

Media Partners:,, Jurnalul de Afaceri, Bănci și Bancomate, România Liberă, Doing Business, Kompass.

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