On March 14, Retail Forum BATIMAT RUSSIA 2019 will be held, concerning specific solutions and approaches that will determine the main directions of the DIY retail industry in the near future.
In the first part of the forum, a round table will be held on the topic: ‘DIY Retail 2019: Time for Action’.
Topics for discussion: What are buyers voting for with their feet today? Analysis of key characteristics of demand for building materials. Omnichannel sales: a popular trend or objective reality? Why may DIY retail need new technologies? Do they show the new way to solve problems or are they just an unnecessary burden on a budget?
Event Moderator – Boris Sidorov, Marketing Director of Kashirsky Dvor.
Round Table Speakers:
Oleg Klepikov – Partner of Psychea, Human Understanding Technologies
Armen Manukyan – curator of the working group of the Expert Council on Digital Economy and Blockchain Technologies at the State Duma of the Russian Federation, Project Manager for the development of digital services at the Russian Export Center
Alexey Fedorov – General Director, 220 Volt
Nikolay Kozak – Regional Director, Leroy Merlin
Representatives of IKEA, Castorama, Bau Center, Axon, Dobrostroy and other retail companies are also expected.
The second part of the forum will include ‘workshops’ concerning new technologies in DIY retail:
- Psychography of the DIY client as the basis for sales, marketing and communication strategies
- The Best E-commerce and Digital Marketing Practices: the limits of applicability in the field of DIY
- The use of Augmented Reality (AR) Technologies in the building materials industry
Speakers will present the specific solutions for DIY retail and for manufacturers and suppliers of building materials: Oleg Klepikov, Partner of Psychea, Human Understanding Technologies; Alexey Murazanov, Partner of Psychea, Human Understanding Technologies; Armen Manukyan, Project Manager for the development of digital services at the Russian Export Center; Andrey Alekseev – Head of Internet Marketing and Lydia Schelina – Head of Marketing Communications, ROCKWOOL Russia & CIS.
We welcome representatives of manufacturers and suppliers of materials and products, as well as buyers. Do not miss the opportunity to get a lot of insights, as well as participate in the launch of industry transformation processes!
Psychography is the study and classification of people according to their views, aspirations and other psychological characteristics, which is especially important in marketing research. Psychography focuses on understanding cognitive attributes, such as emotions, values and beliefs, distinguishing them from other psychological factors.
E-commerce refers to a certain approach to doing business, which involves a number of operations using digital data transmission in the provision of goods or services / works, including using the Internet. Thus, it is any commercial transaction that is made by electronic means of communication.
Digital Marketing is the marketing of goods and services that uses digital technologies to interact with consumers at all stages. Unlike Internet marketing, it uses not only the global network, but also offline channels: for example, POS terminals or smart electronic gadgets.
Augmented Reality (AR) is a term for systems in which the surrounding reality is supplied with virtual objects. The latter become available in reality by means of special computer programs. Virtual objects are texts, links to sites, photographs, three-dimensional elements, sounds, videos, etc. They may be either passive, just observable by people, or interactive, that is, interacting with them.