Borja Santaolalla

Having grown up among the scientists — an inherently skeptical bunch of people, since science at its best is self-correcting and always questioning its previous conclusions — having been exposed early to the weirdnesses proposed in the name of science, I do not hold science to be a religion.

Dependerá de cómo asignemos la venta. La venta, ¿qué es? ¿La transacción? Si al final se paga todo con móvil, ¿toda la venta será online? Pero te aseguro que ese 5% no se va a quedar ahí. Yo calculo que España llegará en breve al 20-30%, y los más maduros, 50%.

El online tiene ventajas evidentes: comodidad, disponibilidad, surtido. Y la tienda física tiene otras: trato humano, advisoring -asesoramiento-, los sentidos... Yo prefiero entregar el paquete de tal manera que pueda seguir ofreciendo a mis clientas que se lo prueben en la tienda. Veo la tienda como punto de servicio. Por nuestro perfil de cliente y de marca, no creemos que nuestras tiendas vayan a estar llenas de techies frikis.

But humans adapt to the conditions that surround them, and technical advances are no different. What seemed novel to one generation feels passé to the next. To many teens, smartphones and the internet have already lost their appeal. #phoneboredom

The physical store will become the most powerful and measurable media channel available to a brand, and the customer experiences that take place there will be the most profitable product a retailer can sell.

Stop thinking “stores” and start thinking stories. Stop thinking “product” and start thinking productions.

This is a generation that has higher expectations on what a [fashion] company should be able to deliver: convenience, quality, values orientation, newness — and price

We are on a journey of exploration. As a brand we are a story, a narrative; we’re not a fixed thing. Each of you are a part of that narrative. That is part of the adidas story. We firmly believe in the idea that we are a brand in beta. We are never finished. And rather than coming with all the answers, we prefer to come with the questions.For us, sport is about passion and self-expression – for kids today it’s a way to build identity and confidence – sport in itself is an act of creativity. Put sport and creativity together and it’s like a cocktail – they aren’t two opposing forces, to me, they share the same ideals, the same principles: that’s a great space for us as a brand. Adi Dassler himself was an athlete but he was also a creator; he loved sport and creativity, he put those two things together and created not just this brand, but helped to create this whole industry.

The combination of our two companies will account for over 85% of all hipster purchases in the United States. I’m looking forward to capturing the remaining 15%.

conversational marketing could give people an experience more like what you’d find in a store and reshape the business-customer relationship as brands begin to have more direct conversations with customers.

Los resultados: catastróficos. O los estadounidenses habían decidido compartir el coche para ir a comprar, o se habían quedado en casa delante del ordenador o del teléfono móvil comprando en Amazon.

With this slick trick, Zara can gather all the searches done by visitors, and all the keywords they use. Zara wants to know exactly what its customers are looking for and to do this, will get rid of any obstacle that can stand in the way of this goal, so that visitors concentrate only on what they really want, independently of what already exists on the site.

A remarkable customer experience starts with heart, intuition, curiosity, play, guts, taste. You won’t find any of it in a survey.