Day 3

To chair this session, contact John Tashjian at John.Tashjian@wbresearch.com or call him at 646-200-7454.

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As technology and customer expectations progress at an ever-increasing pace, how do we determine where to focus our energy and our budgets most effectively? How do we maximize limited marketing dollars while yielding greater understanding of customers and driving revenue? Join Sean and learn how to tackle these big questions by leveraging a data-driven, flexible and cohesive marketing program. Strategies discussed include:
• Geo-targeting website content and email messaging to deliver relevant material and high conversions
• Showing customers the right thing at the right time using data driven merchandising
• Using purchasing patterns to inform your marketing calendar
• What a user’s platform says about their buying habits and how you can build your site to benefit
• Tapping into media buzz to anticipate demand

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Marketing programs today are evolving from “traditional to digital, and back to traditional”…creating the pattern of 1:many; to 1:1; to many for 1. With digital, marketing programs are adjusting from quantity to quality, and “we to me.” As such, with the immediacy of connecting 1:1, we must remind ourselves how to show up authentically and create an emotional attachment to the brand. Join Nancy as she discusses:

• How quickly love and trust can be lost in digital
• How important it is to engage, make people feel heard
• How to show up authentically and create an emotional attachment.
• How to deliver and measure engaging experiences

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Likes. Tweets. #Insta. Check-ins. 1. All these things are now part of your everyday vocabulary. And if you don’t know how to best utilize these things, it is time to learn what language and social tools are needed to invigorate the consumer to buy your product and increase your sales. By knowing where you consumer is on which social media tools at what times, you will build a brand loyalist, and that is then a relationship for years to come. • Assessing as a brand which social platform is most influential for your target consumers • Creating content on platforms—which is a best fit and which content is a time-waster • When a new platform emerges, do you join right away to establish your brand or do you wait to see how other brands are utilizing it? • Building a social game-plan and strategy for each platform, and where you can save time by cross-network promotions • Being efficient with your bandwidth and getting buy-in from other departments to produce expert content

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Relevance is the key to engagement. Engagement is the key to increasing conversion, retention and lifetime value.

54& ofCxOs foresee a major change in the business landscape to a focus on customers as individuals. Over the next 3-5 years therse people say their priorities will be customer experience management and e-commerce. Yet 82% of CMOs feel underprepared for the current and coming dat a explosion says IBM.

Relevance has already become a competitive differentiator and will become table stakes.

Learn what you can do today to achieve true 1:1 interactions across channels, using the data from existing interactions with customers and prospects, to create user-centric personalization that drives key KPIs such as revenue.

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These interactive sessions are your opportunity to ask personal Q & A from the presentations and network in a relaxed setting.

1. Driving Canadian Purchase Behavior With Customer Experience Enhancements

Sean C. Clark, President and Co-Founder, ShoeMe.ca

2. Analyzing A Brand’s Journey With Authentic Digital Engagement

Nancy Richardson, VP, Global Digital & Brand Strategy, lululemon athletica

3. The Last Mile: The Digitization Of Physical Commerce

Rick Chavie, Vice President, OmniCommerce,hybris, an SAP Company

4. How To Determine Where Your Time Is Best Spent On Social Platforms

Anand Modha, Head of Communications, PR and Social Media Management, Mondetta Performance Gear; Stephen Price, Web Manager, Snuggle Bugz

5. How To Determine Where Your Time Is Best Spent On Social Platforms

David Nagy, VP, Marketing, Live Out There; Chris Parsons, Country Manager, Newegg.ca

6. Beyond The Rack’s Mobile App Development Story

Richard Cohene, Director of Marketing and Business Development, Beyond the Rack

7. Scaling For Success: Structuring Talent And Technology For High Growth

Richard Sejean, Director of E-Commerce, Browns Shoes

8. Mobile Applications—Is The Return On Engagement Justifying The ROI?

Dave McLean, Director, Product Development, Indigo; Fraser Mackay, VP eChannels Delivery, CIBC; Bal Sahjpaul, Head of eCommerce, Air Canada; Martin Priest, Manager, Online Business Development, Lowe’s Canada

9. Addressing Your Staffing Challenges In A Digitally Optimized Environment

Josh Johnston, eCommerce Manager, London Drugs; Lara Skripitsky, Director, Digital Marketing, Johnson & Johnson; Tanbir Grover, Senior Director, eCommerce, Lowe’s Canada

10. Transform Your User Experience By Delivering Real Omnichannel Relevance To Optimize Engagement And Conversion

Neil Capel, CEO, Sailthru

To chair this session, contact John Tashjian at John.Tashjian@wbresearch.com or call him at 646-200-7454.

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As eCommerce continues to explode in the Canadian retail space, retailers are faced with an incredible opportunity provided that they are able to keep up with customers’ ever-growing demand and expectations. Learn how Canada’s leading fashion footwear retailer, Browns, has transformed its online business to deliver a cutting-edge shopping experience, from branding and UX to fulfilment and customer service.
• Formalize a strategic direction
• Build the right internal and external structures
• Leverage the most fitting technological solutions and processes

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With your consumers able to connect with your brand at any time, you need to have a solid multi-channel plan. You also need to tap into the various channels and engage the consumer. How to do all this? With a team that is digital-focused and has the business skills to integrate digital into the marketing funnel. These experts will discuss how they have coordinated their departments to create a new breed of marketer/eCommerce associate by:
• Outlining the skill sets required for successful staffing of your digital marketing team
• Creative talent
• Digital experience
• Knowledge of computer code
• Finding and hiring the right talent with a cross-functional business-first mind-set
• Streamlining your communications across departments to promote cross-pollination of initiatives and innovation

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To have a successful social program, your teams must understand the determining factors that drive brand cahnnel selection. Join Chris Parsons and learn tips to examine true operational costs of multi-channel brand engagement. In this session, Chris will explain how to:
• Explore effective strategies for avoiding brand dilution while remaining engaged on multiple platforms
• Determine the proper balance of traditional and social strategies for maximizing brand empowerment
• Proven methods for aligning brand goals with departmental budgets

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Please note after the refreshment break, we will rejoin as a general session.

This past year, Beyond the Rack launched their mobile app to be in the hands of their consumers at all times. In this sessions, Richard shares what key elements are needed to build into your app before you launch, as well as:
• Why BTR build their app and why we built it when they did
• IOS vs. Andriod considerations
• iPhone vs. iPad considerations
• Push vs. Native UI

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Mobile has become a primary way for your consumer to search and research your brand’s product during their free time, and even in your store. As such, mobile commerce, or mCommerce, is now a necessity for your marketing mix—but in which way should you execute your mobile strategy? Is an app better for you to entertain and educate the consumer versus a mobile-optimized site? This panel of experts demonstrates their successes and challenges with mobile applications and the future of mCommerce:
• Analyzing the expense of building an application and how to justify the time and cost
• Abstracting which aspects of eCommerce site are to be duplicated onto an app, and that the information is authentic and engaging
• App content creation debate: have targeted experiences or one branded app?
• In-store apps: the changing face of “clientelling”

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