The future of retail marketing and “experience architecture” were discussed

An event titled “Marketing in the Retail Sector” was organized by Üsküdar University Faculty of Communication Department of Advertising. At the event, the future of the retail sector, the anatomy of marketing, neuromarketing strategies, and the effects of artificial intelligence on the sector were discussed. The program, which explained the change in consumer habits and the transformation of shopping malls into socialization areas through the concept of “experience architecture,” discussed the sector’s new vision. 

The program, held at Üsküdar University South Campus Fuat Sezgin Conference Hall, hosted Üsküdar University Neuromarketing Master’s student and sector professional Ecem Kaderoğlu Özdağ. 

The moderation of the event was undertaken by Faculty of Communication Public Relations and Publicity Department Asst. Prof. Özgün Arda Kuş. The event was also attended by Faculty of Communication Department of Advertising Head Prof. Özgül Dağlı, academicians, and students.

“People are no longer buying products, but stories and experiences”

Stating that retail is the final touchpoint where products reach consumers, Ecem Kaderoğlu Özdağ, who explained the evolution of the sector, drew attention to changing consumer habits in her presentation. Özdağ said: “Retail has evolved from basic sales transactions to shopping mall culture, and from there to experience and socialization areas. In the modern era, there is a system that both competes with and runs simultaneously with e-commerce. In the experience economy, people are no longer buying products but stories and experiences. For example, setting up a -18 degrees Celsius cold room in a store and offering the opportunity to try on coats is a more emotional and experience-oriented approach than a rational purchase.”

“Our goal is not to manage store square meters, but human time”

Özdağ, who spoke about marketing strategies and success metrics in shopping malls, also emphasized the sectoral importance of neuromarketing. Özdağ stated: “The main goals of modern mall marketing are not to manage store square meters, but human time. The events, exhibitions, or raffles we see inside actually serve three purposes: increasing visitor numbers, extending visit duration, and increasing spending. At this point, neuromarketing comes into play. When looking at a poster, we can measure the consumer's cognitive perception and what they feel using methods such as eye-tracking, galvanic skin response (GSR), and EEG. We see that consumers focus more on human faces and the sense of movement in posters rather than details.”

Answered questions after the presentation

In the Q&A session that followed the presentation, questions from academicians and students about the sector were answered. 

Ecem Kaderoğlu Özdağ, answering questions from moderator Asst. Prof. Özgün Arda Kuş and students about the impact of artificial intelligence on the sector, said: “Artificial intelligence greatly simplifies our work when we provide it with the correct data. In fact, we utilized AI analyses to solve the traffic problem around the mall where I work. However, the main work will still be done by humans. We are a nation that acts with emotions, so the human factor will always remain in play.” 

Kaderoğlu Özdağ, who also answered questions regarding social media crises, emphasized the importance of quickly implementing the procedures prepared by institutions during crisis moments.

The event concluded with a group photo.