“The shift toward digital business represents a fundamental paradigm shift for more traditional offline companies. Failing to adapt to this change could lead to the collapse of many of these businesses over the next 5 or 6 years.” This was Eduard Vandellòs’s concluding remark at a morning session in which twelve participants reflected on the design of offline/online strategies. The workshop was organized by Creactivitat as part of Barcelona Design Week.
The event began with an introductory MasterClass. During the session, Eduard Vandellòs outlined the key differences between traditional Marketing 2.0 and the current model toward which the most disruptive companies are moving: digital business. This paradigm shift is driven by changes in user behavior: “Today, users seek to combine offline and online experiences to purchase the same product or service.” In this context, “technology must serve as the common thread to transform those experiences into conversions for the company”.
Next, two companies currently undergoing a transformation process were presented. Balart Wedding Center is a retailer that uses online strategies to attract customers to its traditional brick-and-mortar store. On the opposite end of the spectrum is Rock&Rock, a production company that aims to expand its offline client base through a new digital strategy. Following their presentations, both cases became the subject of discussion through two design thinking sessions. Divided into two groups of six, each participant contributed new strategies to optimize the company’s current business model.
Once each participant’s insights had been shared, the day concluded with a lively networking session featuring a brunch sponsored by Cervezas Alhambra.
Due to high demand, starting in September, Creactivitat will continue this series of workshops focused on the concept of Digital Transformation. Stay tuned to our social media channels!
Abel González and Eduard Vandellòs
Marketing and Management Department