Wided Batat

How to understand, seduce and work with Millennials

Whether apprentices, customers, or young workforces, the arrival of millennials and post-millennials questions the organization of the company and its corporate management. If millennials have already transformed company codes with new expectations, post-millennials fundamentally different from the previous generation are now disrupting the managerial practices in companies.

Thus a new management model adapted is needed for a successful integration to avoid any intergenerational conflicts and develop new tools to adapt to this youth generation and integrate young professionals while developing the company’s productivity and sustainable relationships with them.

Different forms of interactions that incorporate new tools developed by Dr. Batat in this keynote based on her own scientific works and international expertise in the sector of youth management, models, strategies, examples from different cultural settings and sectors will be used in this keynote to help professionals to reflect on and rethink their internal and external strategies and actions targeting young people.

Digital luxury: Transforming Brands and customer experiences

The fashion and luxury industries have been well-established for centuries, but the new disruptive digital environment is causing these industries to rethink their business case and adapt their brand offerings for consumers and experiences both online and offline, mixing physical place and digital space: phygital.

This talk Dr. Batat explores the current malaise and offers ways forward through a mixture of research and practice-led examples.

Welcome in the new Phygital era: How to innovate and perform adopting a new approach Phygital (physical & digital)?

This pandemic crisis showed us not only the positive side of the digital transformation but also its failures. This is an opportunity for companies to step back and rethink their digital transformation, not in terms of tools and technologies but more by focusing the phygital aspect of the digital transformation that helps companies connecting their physical places to the digital spaces and offering a positive, productive, and protected digital working or purchasing experiences.

While omnichannel does apply to the retail sector and the points of sales, Phygital is an ecosystem that applies to different sectors ranging from education, banking and insurance, and airlines to health care, hospitality and restaurants, and entertainment.

That’s why in contrast to omnichannel that connects touchpoint by using digital with the logic of purchase and e-commerce (economic value in distribution), phygital as a holistic approach can be used in communication, marketing, branding, advertising, product innovation, pricing, etc. to provide customers with value, not only economic but also symbolic and social, among others.

With phygital, we attempt to understand consumer and brand behaviors in a new environment: the third environment that we need to define what are its elements and how does consumer interact with the brand in this environment in and outside the store.

The implementation of a phygital ecosystem goes beyond introducing technologies in the store as in the omnichannel logic, it requires a new approach to offer the ultimate experience by following multiple stagesin the implementation process from the computer science literature (e.g., connection, captivation, contexts, content, collaboration, communication, consistency, and competency)

Transgenerationality: connecting digital natives and tech immigrants for better marketing and management practices

After generation Y and Z, intergenerational management becomes a new topical issue for companies. Yet there is not yet a business model on which to rely to help managers value this generational diversity. If the differences between generations can be a source of tension, they can also be a powerful lever of complementarity, provided that we have a different reading framework than the one we know today.

In this talk Dr. Batat provides key insights from her scientific research as well as tools and strategies to help companies enhancing employee experience and connecting youth and seniors for more productivity.