FIR students have successfully represented the University at Retail Summit 2019 conference

A students team from the Faculty of International Relations (FIR) has successfully performed at the 25th international conference Retail summit 2019 that was held in Clarion Hotel in Prague on Wednesday, February 2, 2019. The main topic of this year’s event was „Customer experience – from touchpoint to satisfaction“. Retail Summit is the biggest international conference in Middle Europe focused on retailing.

A team of graduates of secondary specialization 2kk – Commercial communication Simona Galiová, Tereza Lukůvková and Lucie Škopková were successful in presenting their case study Mixit within the framework of the panel discussion on the topic „E-shop on the way to customer satisfaction”. The students’ performance left a lasting impression on both the panelists and the public.

„Nowadays e-commerce is undergoing dramatic changes – they are far from being a simple increase in turnaround in double figures or a quick market concentration, a significant shift in strategies is happening. Only those who will understand that overall customer experience has also strong negative aspects can win” explains Milan Postler from Department of retailing and commercial communication FIR. “The companies who have an understanding that a decent e-shop with optimal UX parameters is not enough, will have a chance to survive in future. From a pedagogical point of view, it has been proved that connection between theory and practice in teaching pragmatic disciplines is the right way of educating young people, who will then be able to apply their theoretical knowledge in practice,” he added.