The Praha Hotel held another POPAI conference this year. The program, entitled "Potential Points of Sale based on analysis and case studies” took on a rather gloomy atmosphere perhaps because of the proclamations of another recession or the poor presenter´s performance. The final debate presented by Jaroslav Novak, however, was definitely a refreshing part of the program.
This year’s program offered eight separate tracks – each on different topics. I must say again, and I think it’s the general rule for great conferences in the Czech Republic, that foreign or global experts perform much better than Czech speakers, in terms of presentation styles, and more importantly in terms of added content value.
I’d like to briefly comment on the most interesting presentations. The lecture by Bram Nauta, CEO Instore Shopper Marketing Institute in the Netherlands, beautifully showed how important research is in retail – and yet how terribly simple and short-sighted decisions are when made without any relevant data. A lecture by Massimo Fabbri, founder and CEO of Crea International explained the importance of effective retail design and presented their AirBank branch concepts. Finally, a brilliant lecture by Pavel Los, global POS Manager of Shell, who showed his understanding of the importance of the “Customer Journey” and how Shell is incorporating that knowledge into their distribution network.
It is extremely important that these events feature people who can present new, fresh and relevant ideas for all of us to get inspiration. Old methods like the use of floorstickers or wobblers doesn’t belong at events like this!