Headquarter Rosario The University received a visit from Professor Giuseppe Stigliano, retail expert and co-author of the book Disruptive Retail, written alongside Philip KotlerAt an exclusive event organized by Bachelor's degree in Marketing with a focus on Communication and DesignThe specialist gave a talk on the challenges of retail in a post-digital world and shared 10 key principles for facing the future of retail.

During his presentation, Stigliano emphasized the importance of understanding and strategically applying technology in retail, rather than viewing it as an end in itself. He also analyzed the shift in consumer behavior, highlighting that while digital platforms have transformed the shopping experience, the essence of the brand-customer relationship remains based on trust and affinity, just as in human interactions.

Another key concept addressed was the shift from omnichannel to optical. According to Stigliano, it's not simply about being present on every possible channel, but about identifying which ones are the most effective and sustainable for each business, always putting the customer's needs first.

In addition, the event included an analysis session led by our professors Reynaldo Rivera and Alejandro Gimbatti, who contextualized the reality of marketing in the region and the challenges it faces in the current context.

To close the day, a panel discussion took place with leading figures in the sector, in which Guillermo Rosental (president of Rock & Feller's), Natalia Fabiano (Amheuser-Busch InBev Regional Sales Manager) and Silvana Dal Lago (Sonder's owner) shared their vision on how companies can adapt to a constantly transforming market and face the challenges of the Argentine economic context.

Stigliano's visit included a breakfast meeting on the topic for professors of our programs and a Masterclass for students of the Bachelor's Degree in Marketing.

Through these initiatives, the Universidad Austral It reaffirms its commitment to training professionals prepared to lead in a dynamic and competitive environment, offering learning spaces that combine academic knowledge with the vision of experts and entrepreneurs in the sector.

We're sharing some photos of the activity!