eTail Canada 2019

07 - 09 May, 2019

Hyatt Regency Toronto, ON

Day 2 | The 360 View of the Customer

When it comes to building a full view of your customers, you need a lot of things.  The Right Vendor.  The Right Solution.  Investments.  Systems talking to each other.  If you can’t attribute investments in digital towards specific behaviors and conversions, then it won’t be worth pursuing at all, right?  No.  Today is about how companies are leveraging the data they do have, perfect or not, and using it to create an omni-channel experience that helps meet customer needs.

7:40 am - 8:40 am Continental Breakfast & Registration for All Attendees in the Solutions Lounge

8:40 am - 8:45 am Welcome Remarks

Krishna Patel - Program Director, eTail Canada
“The Ever Evolving Customer Journey”

aka How I Became Aware of a New Product and Crossed Multiple Channels to Purchase It While Escaping Attribution 


Krishna Patel

Program Director
eTail Canada

8:45 am - 9:00 am Chairperson’s Opening Remarks

9:00 am - 9:20 am Fireside Chat | Activate Your Dirty Data!

Dan Park - Head of Uber Eats Canada, Uber Simon Rodrigue - SVP & CDO, Staples Canada
Some of us, (not you, you’re a realist), but some of us go to work in the morning, steaming fresh cup of coffee in hand, newly awakened optimism running in our veins, and we get to our standing desks, and we delve into our database.  We envision a neat collection of templates where everything is filled in and up to date.  At the end of the day, caffeine gone, optimism exhausted, we’re looking at 80% accuracy, if we’re lucky!  Or 70%, or 90%?  What is your threshold?  We’ll kick this session off by asking everyone how accurate they feel their data is via anonymous live polling before delving into:
  • From big data to right data, where’s the line of what you actually need to use?
  • Connecting the dots for data
  • Balancing privacy and compliance with the desire for an omniscient view of the customer


Dan Park

Head of Uber Eats Canada


Simon Rodrigue

Staples Canada

9:20 am - 9:55 am Keynote | One Retailer’s Answer to the Omni-Channel Question

Kerry Munro - Senior Vice President - Connected Retail, Canadian Tire Corporation
It’s not retail that’s dead.  It’s boring retail that’s dead.  The customer desire for convenience, personalization, and a seamless experience has never been higher – and that includes the ability to shop in store as it pleases them.  This session will explore how one retailer is working to create connections that make their shopping experience feel natural, easy, and maybe… fun?
  • What connected technologies are available?  
  • Building offerings with UX at the core
  • Convenience as the driving force for seamless connectivity     

Kerry Munro

Senior Vice President - Connected Retail
Canadian Tire Corporation

  • Leveraging online impact data to understand the in-store impact of investments
  • Understanding how revenue from digital marketing efforts can be identified beyond direct e-commerce sales

Lara Skripitsky

Vice President & Chief Technology Officer


Andrew Go

Senior Director, e-Commerce and Advertising
The Home Depot Canada


Tom Maryniarczyk

Director of Analytics, Data Science, Experimentation and SEO


Noah Goldberg

Senior Director, GM, Joe Fresh eCommerce
Loblaw Digital

10:35 am - 11:15 am Morning Refreshments & Networking Break in the Solutions Lounge

11:15 am - 11:35 am Case Study | Larger Share of Wallet is Within Your Reach - Increasing Lifetime Customer Loyalty Through Personalization and AI

Nicolas Gaudreau - Chief Marketing Officer, Reitmans Canada

Nicolas Gaudreau

Chief Marketing Officer
Reitmans Canada

11:35 am - 11:55 am Leveraging Stores and a Modern OMS to Drive Profitability

Sean Seraphin - Head of Omnichannel Technology and Global Strategy, Radial
Store fulfillment has become table stakes to meeting consumer expectations and driving profitability.  As a result, today’s modern order management systems have inherent capabilities for store fulfillment to align stores as mini-distribution centers.  This alignment better serves customers with a cross-chain view of inventory regardless of their shopping channel and a broader assortment of goods whether the goods are in a store, in a warehouse or even a dropship supplier.  These modern systems make fulfillment agile, accurate and profitable with sophisticated yet intuitive tools to ensure inventory capacity and store resources are optimized.  And to profitably execute, retailers need to have several capabilities including intelligent order routing and inventory visibility, store fulfillment technology to enable associates to fulfill online orders, and advanced analytics to determine how to deliver fast and profitably.   

Sean Seraphin

Head of Omnichannel Technology and Global Strategy

11:55 am - 12:35 pm CASE STUDY (INTERACTIVE) How the F*ck Do I Do This!?! How to Build a Marketing Analytics Practice from Scratch

Danielle Brown - CMO, Knix
Everyone’s doing it. Data. Making data-driven decisions. Hiring Data Scientists. Jumping into the world of Big Data. But how do you actually get started? And once you get started, how do you make sure you’re actually getting actionable insights you will use to make a measurable impact on your business? This case study will take you through the process of building an analytics practice from the ground up before challenging you to think on your feet with an interactive exercise.
How can this session help you?
·         For those of you thinking about or just getting started – use this as a map for your work.
·         For those of you already well on your way – make sure you’re getting the most out of what you’ve built. 

Danielle Brown


12:35 pm - 1:35 pm Lunch for All Attendees in The King Street Social Restaurant

1:35 pm - 1:45 pm Chairperson’s Afternoon Address

1:45 pm - 2:05 pm CASE STUDY Make Dinner with What You Already Have in Your Fridge – Making the Best of the Data You Do Have

Richard Downe - Director of Data Science, Loblaw Digital
This case study will showcase the use of available data to connect with customers and increase sales.  Examples may include:
·         Combining offline strategies with the extended reach of digital
·         Balancing the desire for clear cut attribution versus giving the halo effect its due
·         What does a unified customer ID mean for your specific business?
·         Establishing baseline touchpoints for your customer journey – what are the most important milestones
·         Examining the life cycle of the customer and ascertaining where the business could be engaging more effectively

Richard Downe

Director of Data Science
Loblaw Digital

2:05 pm - 2:25 pm CASE STUDY The Data Goldmine: Using Feedback to Predict, Meet and Exceed Your Customer's Needs

Ian Brooks - CEO and Founder, HelloFresh Canada


Ian Brooks

CEO and Founder
HelloFresh Canada

1:35 pm - 2:25 pm Creative Boardroom | Your Answer to the Omni-Channel Question

Kerry Munro - Senior Vice President - Connected Retail Canadian Tire Corporation
Pre-registration required.  For more information please contact

Kerry Munro

Senior Vice President - Connected Retail
Canadian Tire Corporation

2:25 pm - 2:35 pm TECH SPECS

We’ve boiled this session down to what you’ve told us you want to hear from tech providers:

  1. What does (Tech Company) (Product) do
  2. How did it help (Client) drive its business?

2:35 pm - 3:15 pm PANEL The Joy Of In-Store: Using Digital Strategy to Upgrade the In-Store Experience

Madison Norton - Director of Marketing, North America, Bailey Nelson
·         Building new procedures to support more sophisticated omni-channel services
·         Aligning inventory, marketing, and on-site staff to support accurate and timely order management
·         Best practices for communicating order status to the customer

Madison Norton

Director of Marketing, North America
Bailey Nelson

2:25 pm - 3:15 pm Creative Boardroom | Managing Customer Escalations and Expectations (Retailer Only)

Ashley Hood - eCommerce Operations Manager, Lowe’s Companies Canada
Put your Customer Hat on!  Join Ashley for a group discussion into the variables that go into customer-centric decision making with specific examples.

This closed room session is small to encourage peer to peer exchange of in-depth information.  Participants will be encouraged to help guide the conversation with the ability to choose from what questions they would like to focus on, including:
  • Pricing/promotion/product errors – when do customers know there is an error vs think it’s just a great deal?
  • Social media – how to respond when customers publicly criticize
  • Other retailers – how they influence your own customers’ expectations
  • Shipping issues – responding to packaging problems, damaged product and shipping delays
  • Porch bandits – when customers claim product was stolen from their doorstep, who is responsible?
  • Cancelling orders – how to lessen the disappointment for the customer
  • Buy online, pick up in store – what customers are expecting from our policies, signage, systems and employees
  • The human element – when to bend or completely break your own policies

Pre-registration required.  For more information please contact

Ashley Hood

eCommerce Operations Manager
Lowe’s Companies Canada

3:15 pm - 3:55 pm Ice Cream Social & Networking in the eTail Expo Hall

3:55 pm - 5:15 pm CASE STUDY Creating and Distributing More Impactful Content

Veronica Castillo - Head of Marketing, Taco Bell Canada, Yum! Brands
It’s hard not to feel overwhelmed with so many channels and voices competing for a shortened consumer attention span.  Center yourself with the mantra “The Right Message in the Right Place at the Right Time to the Right Person” and join this session to hear how one retailer focused their content strategy, executed across channels, and the lessons they learned in the process.


Veronica Castillo

Head of Marketing, Taco Bell Canada
Yum! Brands

4:15 pm - 5:35 pm KEYNOTE The Zero Friction Future – Streamlining the User Experience Across Mobile, Digital, and In-Store

Sam Galanis - Head of Retail, Canada, Facebook Canada


Sam Galanis

Head of Retail, Canada
Facebook Canada

4:35 pm - 6:15 pm What’s Troubling and…. Trending? Guided Discussion Roundtables with Polling

Johnny Russo - Associate Vice-President, Ecommerce and Digital Marketing, Mark's
A highlight of eTail Canada, roundtable discussions are your best opportunity to deep-dive into discussions and idea-share with your peers. This year we are dedicating a full hour for you to connect and discuss the biggest challenges you’ve have in the past 12 months but with a twist – we’ll be taking suggestions on challenges during the break and kicking off the at-table discussion with live polling through our app to discern how many of you are impacted.  Discussion may include:

  • Changing customer expectations
  • Changes in NAFTA
  • Upcoming driver shortages and how e-commerce will be impacted
At the 30 minute mark everyone will switch tables to gain exposure to different view points.  Get ready to move and learn!


Johnny Russo

Associate Vice-President, Ecommerce and Digital Marketing

5:00 pm - 8:30 pm “I Had the Best Time!” A 360 View of Making New Connections and Great Conference Memories – Ping Pong Cocktail Party Reception @ SPiN