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RETAIL 07



retail industry survey

Help us understand your view on where the Retail Industry is today and where it is heading in the future. Results to be presented in Valencia

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Official Knowledge Partner


What's going on in your bedroom?
Understanding 16 to 26 year olds

Dr. Philip De Wulf

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Abstract

Focusing on the shopping experience can not bring you the insights necessary to shape that shopping experience. The shopping experience needs to be engineered to complement the usage experience. To understand that usage experience for a furniture manufacturer and retailer, we went the whole nine yards to get into 16 to 26 years old boys and girl’s bedrooms. We used a comprehensive, holistic approach combining multiple methodologies incl. Semiology, Immersion, Anthropology, leveraging trends through web 2.0 diagnostics, Blogosphere analysis and state of the art immersion techniques. You will not only get a sneak view in youngster’s bedrooms and a view on how user insights are made actionable for retail concept design but you’ll go home with a do’s and don’ts list on how to seduce 16 to 26 years olds……..

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Dr. Philip De Wulf

Licensed psychologist from the University of Ghent, Belgium

He has over 15 years of experience in strategic marketing and brand management both in global marketing intelligence/strategic planning/consultancy and operational management roles.

He is co-founder/partner in The Mission House, Psilogy and Vibespotting.

  • The Mission House specializes in Corporate Social Responsible Marketing and is close to Philip’s hart.
  • Psilogy specializes in Profiling, Strategy and Innovation and taps and feeds his brains and creativity.
  • Vibespotting specializes in Youth Marketing and keeps his body and soul in shape.

He started his career in various marketing functions in the drinks and fashion industry and has learned the tricks of global branding while working for Heineken and Camel . He has consulted companies in Asia, Europe and the Americas in Retail, Automotive, Frozen Food, Baby-, Pet-, Personal- and Health Care, general House Hold Products, “sin” products such as Chocolate, Beer, Tobacco, and to make up for that …. Nutritional Supplements and Dairy

He has extensive experience in diverse marketing/brand strategy and activation issues including:

  • Need state analysis
  • Who-target definition
  • Positioning
  • Brand equity extension
  • New brand development
  • Brand portfolio management
  • Segmentation
  • Communication planning
  • Brand diversification
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