Feb 28 - Pre-Summit Day: Mapping the New Customer Journey- Retailer Only

Covid-19 has been a major agent for change in the retail industry. However, convenience and contactless have also transformed payments behaviour and the expectations of consumers. The digital shift was already well underway pre covid, albeit much more slowly. Retailers had begun to meet customer expectations in terms of payment options and the digital experience. But the pandemic forced change at a highly accelerated rate, leaving retailers with the need to think and act fast to keep up. The trends that grew in popularity to keep customers safe during the pandemic such as the growing importance of online channels, curb side pickups, mobile kiosks, stayed forever and continue to evolve for the consumer convenience now. The demand for contactless payments has event further defined the shopping experience, bringing with it an expectation of frictionless convenience that are both efficient and safe.

Key learnings:

• • Changes to consumer preferences and behaviour, and what it means in terms of challenges and opportunities for both retailers and payment providers.
• • The payment trends that are here to stay, and those that will fade away or evolve. 
• • The blurring boundaries between online and offline payment journeys and how technology bridges the gap.
• • The focus for 2022 and what retailers and the payment providers need to do to stay relevant and competitive  

David Young

Senior Director, Business Development,
ACI Worldwide

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Engaging with your highest value customers where they are on the purchase path

Quickly demonstrating value to the customer through useful, personalized content

• Determining where to spend your marketing dollars and acquiring customers at a reasonable cost for your organization
• Evaluating the right distribution channels and best Omni channel strategy
• Ensuring you have the right customer data in place to drive ROI and engagement
• Listening to customer feedback and integrating it into channel-specific acquisition strategies 

Patrick Hodgdon

Director, Marketing
Slumberland

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Rita Zahir

VP, Growth
Awe Inspired

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Julie Evans

CMO
Omaha Steaks

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David Chinn

President & CRO, USA
Lexer

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Matthew Russo

SVP of Marketing
Gimbal

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As Global VP of Digital and eCommerce at Nixon, Gary Penn has extensive experience with marketplaces around the world. In this talk, weigh in on the hottest global marketplaces and review ideas for:

• Assessing differences between global marketplaces
• Talking through the pros and cons of participating in marketplaces in different regions
• Developing a methodology for partnering with a new marketplace
• Lessons learned from global retailers and special considerations based on region

Gary Penn

VP, Digital & eCommerce
Nixon

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Winning brands and retailers understand the power of personalization. Delivering the right message to the right audience has long been the holy grail of marketing. Yet many marketers continue to struggle to deliver the personalized campaigns they dream about. And with digital experiences replacing in-store ones, the pressure to build authentic and loyal connections with consumers has never been higher. 

This session will explore what brands can do to alleviate the challenges and take their personalization efforts to the next level. Topics to include:

· Unleashing the full potential of your visual content to let your images and video do the talking

· Building agility into your workflows to allow for the flexibility needed for real-time personalization

· Relying on AI and machine learning to help you work smarter not harder -- to better understand your data, prioritize, and create and deliver personalized messages at scale.

Saranya Babu

Chief Marketing Officer
Cloudinary

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Measuring attribution has become even more challenging as new marketing channels have been introduced and Apple gifted us iOS14. Aaron Zagha, CMO, Newton Baby, will walk you through ideas for: 

Measuring attribution has become even more challenging as new marketing channels have been introduced and Apple gifted us iOS14. Aaron Zagha, CMO, Newton Baby, will walk you through ideas for: 

·      Figuring out how best to measure performance in each channel 

o   Incrementality vs multi touch attribution 

·      Building a sophisticated attribution model to account for multi touch paths to purchase  

o   Throwing away that model (FU IoS) 

o   Understanding how channels and customers evolve 

·      A constant, almost infallible source of truth  

Aaron Zagha

CMO
Newton Baby

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Goodr makes $25 active sunglasses for anyone! Founder and CEO, Stephen Lease will share the secrets behind how they sell millions of pairs a year by following these three steps: Attract, Capture and Engage. 

• Attract aka: Content Is King - Turning heads, evoking emotion, and getting clicks with remarkable content 
• Capture aka: Grabbing Hearts & Minds - Using high product value and user experience to drive conversion 
• Engage aka: Creating a Thirst For Your Brand - Connection, launches, and FOMO 101 

Stephen Lease

Co-Founder and CEO
Goodr

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Your customer's phone is always in their pocket and you have the power to reach them there via SMS messaging campaigns. There are many ways to effectively use SMS to attract, engage & retain customers, and during this session, one SMS savvy retailer will walk us through some of these options. You’ll hear from Win Brands Group Director of Retention Sophie Baer about:

● Knowing the role SMS can play in your marketing strategy and its benefits & drawbacks

○ How can you use it to send coupons, special deals or current events content to your customers?

● Testing the different uses of SMS outside of just general marketing

○ Using it for customer engagement (e.g. customer reviews, collecting customer UGC) or supporting customers with it (e.g. order updates)

● Balancing entertainment versus promotional and how to add a “human touch” to SMS messaging

● Exploring use cases and results of MMS (multi media send)

● Using email and SMS tangentially and the proper mix preferred by your customers

Sophie Baer

Director of Retention
Win Brands Group

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Achieving breakthrough growth by activating consumers to take ownership of your Brand. This is a story of consumer engagement and building equity back into your Brand for future growth rather than running out of runway. Hear from Bryan Harpine, Director of Global New Products on key principles that can take your brand to new heights in this new retail environment. These growth principles helped the Company to become one of the top performing consumer product companies on Wall Street.   

• What methods can be used to create consumer engagement, expand your brand equity and add value (Discovering) 
• How consumers can help you build bridges to creating new franchises (thinking like a Scuba Diver) 
• How to keep your Brand extraordinary when consumers have a desire to make it ordinary (PULL Paradigm) 
• Leveraging your “retail page” for more effective shopping (“Recipe” for growth) 

Bryan Harpine

Director, Marketing
Church & Dwight

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If you are currently operating on the eCommerce platform that is no longer meeting your needs (think constant crashes, glitch-ing and no room for scale), it might be time for you to replatform. But replatforming takes a ton of time, can cost a lot of money and be as much of a headache as working with your current outdated platform. How do you successfully navigate through a replatforming adventure without wanting to tear out your hair? Join this case study with Kevin Clor, the CIO of Tent and Table, as he talks us through the recent, successful replatforming journey. Expect to hear about:

• Determining which eCommerce platform will positively impact multiple business units from discovery to fulfillment
• Optimizing the shopping journey by gathering data insights, and ensuring the discoverability path is clear
• Providing a speedy feature-rich shopping experience for the customer
• Aligning business units to ensure your delivery can compete with Amazon-like customer expectations

Kevin Clor

CIO
Tent & Table

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We’re feeling nostalgic for in person conferences and there is no better place than Palm Springs to embrace the culture of nostalgia! The desert home of eTail West was a Modern Design Mecca and almost a century later, modernism is still the hippest thing about Palm Springs! So come experience vintage Palm Springs with us as we sip on cocktails & soak up the California sun at our first official eTail cocktail reception of 2022.