Speaker Insights Anders Holmberg Lange, Head of Marketing at Gucci Written by Digital Enterprise Festival London on August 30, 2018

Next up in our Speaker Insights series is Anders Holmberg Lange Head Of Marketing at Gucci, Anders will be taking a session at our London Digital Enterprise Festival on 7th March 2019.

Check out the full speaker line-up & agenda here www.digitalenterprisefest.com/london

Anders session will be covering ”The Modern Gamification” other Digtal industry leaders from NHS, Lloyds Bank, Sir Robert McAlpine, Sky, Balfour Beatty, Department For Work & Pensions, Philip Morris, RS Components & The Telegraph are also confirmed on the speaker line up.

Over to you Anders….

DEF: Can you tell us a bit about Gucci?

AH: What to tell, most people in the world know Gucci. Gucci is known as the Italian brand and today it still has it roots in Italy. Instead of talking about the history lets talk about Gucci’s Digital transformation.

In 2010 Gucci’s started its digital transformation with all begins a roadmap was develop to ensure the red line. It was decided to create a strong digital presence that consumer could enjoy and could be the start of a clear omnichannel strategy. The bold actions in this process have created a growth of at least 114% per year since 2013. I was part of this process and it has transformed the inner Gucci’s.

DEF: As Head of EMEA Marketing, what does that mean for you on a day-to-basis?

AH: It means I get to work with some of the smartest and most brilliant people in the world. I get to tell the Gucci’s story across all touchpoints from SoMe to Retail to E-Commerce to Influencer to Models.

And more practical on the day-to-day basis a lot of phone calls and Emails 😀 but I got that moment in the day where everything makes sense and brings the little extra joy.

DEF: What brought you here? Was it your initial career path of choice?

AH: I always fought I would be like my father, a factory worker doing the same job for 40 years, but faith wanted something else. I made an early choice to focus on building experience instead of being active in school. This choice was actually the most important one I have made in my career, it is the that follows me today. It means that I am very practical in my approach to things and believe in actions more the theories. I hire people based on their experience and personality rather than their fine education.

DEF: What is the best and worst part of the day for you?

AH: The best part of my day is when I get home from work and sees the smile on my daughters face. This will always be the best part.

On the professional side, it is when you see a consumer share they experience with the world.

The worse is when you go home and you have seen an employee fail at their work because you did not have enough time to them.

DEF: What makes you passionate about the world of digital and technology?

AH: For me, my passion comes from what the digital world and technology allow us to do. It gives us the ability to design and create a world for just THE consumer and what that Consumer experience is up to us, it gives us as marketers a great responsibility and it is my honour and passion to care for this experience 

DEF: What song do you listening to the most?

AH: That is a very big question and I will try to answer it simple: EVERYTHING 😀

I listen to rock when I am annoyed.

I listen to Classic to focus my mind.

I listen to the radio for an everyday thing.

I listen to rap/pop/hip-hop when I am social

You get the idea now…..

DEF: What do you enjoy doing when you are not at work?

AH: I am a big family man, so most of my time is spent together with my family. But I always have a few side projects.

I am also a Voluntary at our local ghetto area, where I am a mentor for young teenagers. 

DEF: Digital has already taken us on a significant journey both in business and in our personal lives. What big things do you think we should be looking out for in 2018?

AH: I think you/we should be looking at how AR can be integrated into your retail stores. I am a firm believer that AR will bring a much better consumer experience then eg VR.

I am hoping that 2018 will be the year that E-Commerce/Digital/omnichannel(EDO) will replace the traditional marketing approach. Hoping to see more of the EDO in top management & boardrooms. 

DEF: You are going to be speaking at our next Digital Enterprise event in London. There you will talk about “The Modern Gamification”. Without giving to much away can, you tell us a bit more about that?

AH: I will give you the short version: For us Is The modern gamification all about using the social leverage to build a reward system that is totally based on social rewards. My talk will be about how to integrate this into our flagship stores

DEF: What is gamification? What are the benefits?

AH: Our definition of gamification is:

“Gamification is the development of a reward system where the consumer earns something. Higher engagement gives higher rewards.”

The benefits of gamification is that you can use different trickers to push the consumer closer to a buy or an action you wish. 

It gives the consumer a way to rank the interactions with the brand and gets rewarded

DEF: How can gamification help in the process of Digital Transformation?

AH: Gamification can be used both within the company itself and to show stakeholders the ROI in investing in projects.

I have always built my road-maps around gamification, what does that mean? Well, it means you have a set of goal along the road but normally you do not specify what you get out of each goal beside the goal. I use goals to specify eg. What type of consumer knowledge do we get at this point and what actions will we now be able to make.

DEF: Thanks for your time Anders much appreciated!

To hear Anders in person go to www.digitalenterprisefest.com/london to book your place.

For all speaker, sponsorship or ticket enquiries email us enquiry@digitalenterprisefest.com

In addition to our London gig we have amazing events coming up in Copenhagen on the 7th February and in sunny Barcelona on the 12th February, for sponsorship, speaker or ticket enquiries give us a call on 00 44 203 9500 565 or email us enquiry@digitalenterprisefest.com

We hope to see you soon, have a great weekend.

DEF Team

Leave a Reply

Your email address will not be published. Required fields are marked *