ICSC: International Council of Shopping Centers

‘Back To Basics’ at Annual ICSC European Marketing Conference

Publish Date: 11 June 2017


ICSC Europe held the 15th edition of the ICSC European Marketing Conference in Vienna, Austria from 7-8 June. The timely theme of the conference ‘Back to Basics’ – put the customer at the heart of the retail experience.


This year’s conference provided insights from world-class speakers from Google Cloud, UberEats, Unibail-Rodamco, Collider, Schiphol Airport, Multi and more.  Best-selling author and founder of Type A Group – Bob Hoffman delivered a thought-provoking keynote presentation. Retail and real estate marketing professionals had the opportunity to tour Donau Zentrum, the largest shopping centre in Vienna at 133,000 sq m. The conference concluded with the globally recognised ICSC Solal Marketing Awards Ceremony and Dinner on the evening of 8 June.


This unique, two-day event provided marketing and management professionals, corporate retail marketing executives, asset managers and agencies with valuable insights about the future of the shopping centre industry and opportunities to connect with their peers from across Europe . An innovative programme including top level speaker seminars, interactive group sessions, a retail tour and the highly-anticipated awards was designed to maximise take home value for attendees.   


The programme centred around how to understand and exceed customers’ needs focusing on six themes to deliver on this goal –

  • Growing knowledge – Asking the right questions
  • Providing meaningful services – Developing partnerships that can create new customer services and learning from other service-led industries
  • Improving physical space and sensory experience – Creating a sense of place and customer engagement
  • Creating the ideal retail mix – Exploring new marketing trends and what the role of leisure, food and beverage is in shopping centres
  • Communicating in the right way – Gaining insight into the most effective communication channels in the industry
  • Removing friction – Implementing technology in the marketing and customer experience, as well as the future of innovation for real estate and retail industries


Thanks to all who made the ICSC European Marketing Conference in Vienna a memorable event!

Relive the highlights via our slideshow:

ICSC European Marketing Conference 2017 - Vienna

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