{"id":6268,"date":"2016-12-19T11:15:10","date_gmt":"2016-12-19T10:15:10","guid":{"rendered":"http:\/\/proacomunicacion.es\/?p=6268"},"modified":"2016-12-19T11:15:10","modified_gmt":"2016-12-19T10:15:10","slug":"digital-retail-vozpopuli-kpmg-proa-comunicacion","status":"publish","type":"post","link":"https:\/\/proacomunicacion.es\/en\/digital-retail-vozpopuli-kpmg-proa-comunicacion\/","title":{"rendered":"Proa Comunicaci\u00f3n attends Digital Retail conference organised by Vozpopuli and KPMG"},"content":{"rendered":"<p style=\"text-align: justify;\">Last Friday, 16 December, the Jury held a meeting of the<a href=\"http:\/\/www.executive-forum.biz\/single-post\/2016\/12\/17\/La-experiencia-del-usuario-digital-la-clave-para-generar-valor-en-las-compa%C3%B1%C3%ADas\" target=\"_blank\" rel=\"noopener noreferrer\">Vozpopuli's Digital Retail conference at KPMG's state-of-the-art premises<\/a>, located on the top floor of the imposing Torre de Cristal in Madrid, the tallest building in Spain. After a welcome from Carlos Peregrina, partner in charge of KPMG's Consumer Sector in Spain, <a href=\"https:\/\/twitter.com\/elenaibanez\" target=\"_blank\" rel=\"noopener noreferrer\">Elena Iba\u00f1ez, Senior Manager, Digital Services at KPMG<\/a>, presented \u00abIt's about the Customer, stupid! In it, Elena highlighted the value of differentiation in channels and products, but justified that we do not compete solely on these aspects, but mainly on the basis of ecosystems. She thus alluded to a broader concept of the current competitive landscape, pointing to digital aspects as determinants in differentiation: <strong>\u201cAt the business level, we are starting to talk about user experience as a critical element when it comes to generating value for companies\u201d.<\/strong><\/p>\n<p><a href=\" https:\/\/proacomunicacion.es\/wp-content\/uploads\/2016\/12\/30887249303_85ac7d5216_o.jpg\"><img fetchpriority=\"high\" decoding=\"async\" class=\"wp-image-6275 size-large aligncenter\" src=\" https:\/\/proacomunicacion.es\/wp-content\/uploads\/2016\/12\/30887249303_85ac7d5216_o-1024x683.jpg\" alt=\"30887249303_85ac7d5216_o\" width=\"960\" height=\"640\" \/><\/a><\/p>\n<p style=\"text-align: justify;\">Then it was <a href=\"https:\/\/twitter.com\/jgcaselles\" target=\"_blank\" rel=\"noopener noreferrer\">Gonzalo Caselles, Director of Means of Payment, ING Direct<\/a>, The new video, which was released by Amazon, highlighted payment as a vital part of the shopping experience, highlighting new forms of payment such as hidden payment, a market trend already being implemented by companies such as Cabify, and which Amazon will integrate into the supermarkets that shocked the sector after the viralisation of its promotional video. We no longer need to take cash or credit cards out of our wallet, but enjoy a service that will then be automatically debited from our account. This requires a socially aware society because, as Gonzalo argued, <strong>\u201cconsumer behaviour is the driver of change\u201d.<\/strong><\/p>\n<p><a href=\" https:\/\/proacomunicacion.es\/wp-content\/uploads\/2016\/12\/31581925041_8bbe1b2998_o.jpg\"><img decoding=\"async\" class=\"wp-image-6273 size-large aligncenter\" src=\" https:\/\/proacomunicacion.es\/wp-content\/uploads\/2016\/12\/31581925041_8bbe1b2998_o-1024x708.jpg\" alt=\"31581925041_8bbe1b2998_o\" width=\"960\" height=\"664\" \/><\/a><\/p>\n<p style=\"text-align: justify;\"><a href=\"https:\/\/twitter.com\/mjosebr\" target=\"_blank\" rel=\"noopener noreferrer\">Mar\u00eda Jos\u00e9 Barrera, Head of Digital Transformation, L'Or\u00e9al Professional Products Division<\/a>, He stressed the importance of digital to improve the customer experience, a key concept today. He alluded to the possibilities of technology to personalise the message in what he considered to be the new personalisation. Using the experience of his company, one of the leaders in the beauty sector, as a context, he exemplified how digitalisation is changing the sector, referring to current trends and the evolution of the market. He also highlighted social media as a space for brands to improve:<strong> \u00abthrough social media listening we have reduced the time to launch our products\u00bb.<\/strong><\/p>\n<p><a href=\" https:\/\/proacomunicacion.es\/wp-content\/uploads\/2016\/12\/31660470516_25bdf8ced5_o.jpg\"><img decoding=\"async\" class=\"wp-image-6274 size-large aligncenter\" src=\" https:\/\/proacomunicacion.es\/wp-content\/uploads\/2016\/12\/31660470516_25bdf8ced5_o-1024x680.jpg\" alt=\"31660470516_25bdf8ced5_o\" width=\"960\" height=\"638\" \/><\/a><\/p>\n<p style=\"text-align: justify;\">For its part, <a href=\"https:\/\/twitter.com\/Jperezdeleza\" target=\"_blank\" rel=\"noopener noreferrer\">Javier P\u00e9rez de Leza, CEO of Future Retail in Spain<\/a>, The new report, which was published by the European Commission, sought to balance the scales of traditional versus digital retailers, referring to social shopping habits as a complement to digital and traditional. <strong>\u00abOnline sales are growing strongly but not at the expense of traditional sales\u00bb.\u00bb<\/strong>. In the necessary complementarity he referred to, he stated that \u00abtoday, 80% of purchase decisions are made before they get to the shop\u00bb.<\/p>\n<p><a href=\" https:\/\/proacomunicacion.es\/wp-content\/uploads\/2016\/12\/31324875100_6005903956_o.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-6270 size-large aligncenter\" src=\" https:\/\/proacomunicacion.es\/wp-content\/uploads\/2016\/12\/31324875100_6005903956_o-1024x683.jpg\" alt=\"31324875100_6005903956_o\" width=\"960\" height=\"640\" \/><\/a><\/p>\n<p style=\"text-align: justify;\">On the other hand, <a href=\"https:\/\/twitter.com\/mypilot45\" target=\"_blank\" rel=\"noopener noreferrer\">Francisco Ramirez, General Manager B2B, L&amp;G<\/a>, The communication was used to highlight the most important messages that a brand wants to convey: <strong>\u00abYou have to communicate well, and if you don't communicate, you are nobody\u00bb.\u00bb<\/strong>. He also pointed to the need to generate content, as technology without content is useless.<\/p>\n<p><a href=\" https:\/\/proacomunicacion.es\/wp-content\/uploads\/2016\/12\/31551101922_5f7902bd39_o.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-6272 size-large aligncenter\" src=\" https:\/\/proacomunicacion.es\/wp-content\/uploads\/2016\/12\/31551101922_5f7902bd39_o-1024x687.jpg\" alt=\"31551101922_5f7902bd39_o\" width=\"960\" height=\"644\" \/><\/a><\/p>\n<p style=\"text-align: justify;\">To conclude the day, <strong>Jes\u00fas Cacho, Vozp\u00f3pul editor<\/strong>i, wanted to highlight the importance of the day's presentations and emphasise the role of digital communication as a link between consumers and advertisers.<\/p>\n<p><a href=\" https:\/\/proacomunicacion.es\/wp-content\/uploads\/2016\/12\/31551045532_f550f54044_o.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-6271 size-large\" src=\" https:\/\/proacomunicacion.es\/wp-content\/uploads\/2016\/12\/31551045532_f550f54044_o-1024x683.jpg\" alt=\"31551045532_f550f54044_o\" width=\"960\" height=\"640\" \/><\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>El pasado viernes 16 de diciembre, se celebr\u00f3 la jornada de Digital Retail de Vozpopuli en las vanguardistas instalaciones de KPMG, situadas en la \u00faltima planta de la imponente Torre de Cristal de Madrid, el edificio m\u00e1s alto de Espa\u00f1a. Tras la bienvenida de Carlos Peregrina, socio responsable del Sector Consumo de KPMG en Espa\u00f1a, [&hellip;]<\/p>\n","protected":false},"author":28,"featured_media":6269,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[131],"tags":[9,10,11,14,528,7],"class_list":["post-6268","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-noticias","tag-agencia-comunicacion-empresarial","tag-agencia-de-comunicacion","tag-agencia-de-comunicacion-corporativa","tag-consultora-de-comunicacion","tag-jornada-digital-retail","tag-proa-comunicacion"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Proa Comunicaci\u00f3n asiste a la jornada de Digital Retail organizada por Vozpopuli y KPMG - PROA Comunicaci\u00f3n<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/proacomunicacion.es\/en\/digital-retail-vozpopuli-kpmg-proa-comunicacion\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Proa Comunicaci\u00f3n asiste a la jornada de Digital Retail organizada por Vozpopuli y KPMG - PROA Comunicaci\u00f3n\" \/>\n<meta property=\"og:description\" content=\"El pasado viernes 16 de diciembre, se celebr\u00f3 la jornada de Digital Retail de Vozpopuli en las vanguardistas instalaciones de KPMG, situadas en la \u00faltima planta de la imponente Torre de Cristal de Madrid, el edificio m\u00e1s alto de Espa\u00f1a. Tras la bienvenida de Carlos Peregrina, socio responsable del Sector Consumo de KPMG en Espa\u00f1a, [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/proacomunicacion.es\/en\/digital-retail-vozpopuli-kpmg-proa-comunicacion\/\" \/>\n<meta property=\"og:site_name\" content=\"PROA Comunicaci\u00f3n\" \/>\n<meta property=\"article:published_time\" content=\"2016-12-19T10:15:10+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/proacomunicacion.es\/wp-content\/uploads\/2025\/08\/Firefly_radio-de-barco-scaled.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"1414\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"PROA Comunicaci\u00f3n\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@proacomunica\" \/>\n<meta name=\"twitter:site\" content=\"@proacomunica\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"PROA Comunicaci\u00f3n\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/proacomunicacion.es\\\/digital-retail-vozpopuli-kpmg-proa-comunicacion\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/proacomunicacion.es\\\/digital-retail-vozpopuli-kpmg-proa-comunicacion\\\/\"},\"author\":{\"name\":\"PROA Comunicaci\u00f3n\",\"@id\":\"https:\\\/\\\/proacomunicacion.es\\\/#\\\/schema\\\/person\\\/f80dc8938ea94e7f8aa1e8dc716d5a60\"},\"headline\":\"Proa Comunicaci\u00f3n asiste a la jornada de Digital Retail organizada por Vozpopuli y KPMG\",\"datePublished\":\"2016-12-19T10:15:10+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/proacomunicacion.es\\\/digital-retail-vozpopuli-kpmg-proa-comunicacion\\\/\"},\"wordCount\":609,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/proacomunicacion.es\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/proacomunicacion.es\\\/digital-retail-vozpopuli-kpmg-proa-comunicacion\\\/#primaryimage\"},\"thumbnailUrl\":\"\",\"keywords\":[\"agencia comunicaci\u00f3n empresarial\",\"agencia de comunicaci\u00f3n\",\"agencia de comunicaci\u00f3n corporativa\",\"consultora de comunicaci\u00f3n\",\"jornada digital retail\",\"Proa Comunicaci\u00f3n\"],\"articleSection\":[\"Noticias\"],\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/proacomunicacion.es\\\/digital-retail-vozpopuli-kpmg-proa-comunicacion\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/proacomunicacion.es\\\/digital-retail-vozpopuli-kpmg-proa-comunicacion\\\/\",\"url\":\"https:\\\/\\\/proacomunicacion.es\\\/digital-retail-vozpopuli-kpmg-proa-comunicacion\\\/\",\"name\":\"Proa Comunicaci\u00f3n asiste a la jornada de Digital Retail organizada por Vozpopuli y KPMG - 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