On Thursday, May 22nd, starting at 6:00 PM, you can enjoy the third conference in the 13th Conference Series "Designing Experiences: Marketing Connects" entitled "Brand Experience: Omnichannel and Emerging Technologies" at El Corte Inglés Málaga.

The talk will be given by Natalia Rubio Benito, Professor of Marketing and Director of the Center for Research in Digital Economy (CIEDI-UAM).

Organized by the Chair of Commerce and Digital Transformation.

In this talk, the speaker will explain how brand experience has established itself as a key aspect of differentiation that represents a significant competitive advantage for brands, especially in global markets where consumers have access to a wide variety of products and services that are increasingly difficult to differentiate based on features or quality.

Throughout the entire customer journey, consumers interact with a wide variety of stimuli and technologies across different communication and purchasing channels, both brand-owned and non-branded, shaping their brand experience.

In this session, we will address the concept of brand experience and how omnichannel and emerging technologies (such as virtual assistants) influence its construction. We will also discuss the challenges and opportunities these aspects pose for brands seeking to generate relevant and lasting emotional connections with their target audiences.

The event will be presented by Dr. Sebastián Molinillo Jiménez, Director of the Chair.