Omni-Experience: intelligent connections with today's and 2030's consumer, an exclusive event in Barcelona

On May 20, we held "Omni-Experience: intelligent connections with the consumer of today and 2030", our exclusive event with Salesforce in Barcelona, after rescheduling it due to the blackout on April 28.

A unique meeting that put the focus on how the omnichannelthe artificial intelligence and the customization are transforming the way brands engage with their customers and how they will do so in the future.

A day with a vision for the future

Dolors PouNATEEVO's Barcelona office director, was in charge of kicking off the event and introducing a clear message: "Loyalty in 2030 will not be to retain: it will be to inspire, excite and evolve with those who believe in you". She also presented the four key customer profiles that will define consumption in 2030:

- Conventionalists: seek authenticity and analog experiences in an increasingly digital world.
- The "energizers": are guided by humor and playfulness, expect innovative and fun experiences.
- The new independents: value transparency and demand accountability from brands.
- The guardians of privacy: prioritize the protection of their data and their digital well-being.

For its part, Berta Raventós MoixDigital Account Executive at Salesforce, underscored the urgency of taking a truly global approach to customer centric to meet the challenges of the consumer of the future and connect with them in the long term.

Artificial intelligence: engine of personalized experiences

Francisco BoalSenior Account Executive at Salesforce, discussed how artificial intelligence is acting as a key enabler for automation and customization at scale and how Agentforce, Salesforce's new platform powered by artificial intelligenceallows you to execute more efficient, relevant and impactful campaigns.

Guillermo LandroveLoyalty Lead at NATEEVO, demonstrated the potential for Agentforce with a demo that captured the attention of attendees by showing how an intelligent agent can design and execute marketing campaigns on a stand-alone basis. A concrete example of how technology can increase efficiency and free teams from repetitive tasks to focus on strategy and creativity.

Barceló Hotel Group case study

One of the highlights of the day was the presentation by André RijoGlobal Head of CRM & Customer Intelligence at Barceló Hotel Group, who shared with the audience how they are using AI to scale the digital relationship with their clients and move towards a model of integral hyperpersonalizationdata-driven, data-driven and intelligent automation.

This strategy not only generates more relevant communications, but also reinforces Barceló's value proposition at every touch point, connecting online and physical channels under one omnichannel vision.

Spaces that inspire: PANGEA's strategy to make customers fall in love with it

The last session was led by Pablo Jarabo GonzálezBusiness Development Manager of PANGEA The Travel Store, who explained how the travel brand is reinventing loyalty with a strategy focused on data, segmentation and personalization.

Its innovative appointment management system connects each customer with their ideal advisor, creating unique experiences in each channel. In addition, the presence of travel stores in the main Spanish cities with personalized attention by means of the travel advisors guarantee a rounded experience from the point of sale.

Towards a new era of loyalty

Our event in Barcelona made it clear that brands that aspire to lead in the next decade will need to rethink their customer relationship strategy, relying on a real and consistent omnichannel and technological solutions that allow them to understand, anticipate and surprise their consumers.