Lessons from IFA 2018: technology is great but customers still matter

I’ve been attending the European technology trade exhibition IFA for many years and as a self-confessed gadget addict it’s like being a kid in a sweet shop. But like deciding which sweets to buy all those years ago, it’s a bit overwhelming and disappointing if you don’t choose wisely and suffer from buyers’ remorse. Here’s my take on what consumers should look out for and how marketers and retailers can prepare themselves for what innovations are coming next.