eTail Canada 2021
2021
Day 2: Next Level Personalization: The Immersive, Hyper-Tailored Shopping Experiences Customers Crave
8:00 am - 8:40 am Continental Breakfast & Registration
8:40 am - 8:45 am Welcome Remarks
8:45 am - 9:00 am Chairperson’s Opening Remarks
9:00 am - 9:20 am Fireside Chat: Marketing To The 2020 Customer: An Era Of Hyper Personalization And Totally Immersive Shopping
As Vice President of Customer Marketing at Walmart Canada, Jennifer is accountable for the strategic direction and implementation of the enterprise marketing plan. In her past careers, she has launched and built brands at General Mills, Rubbermaid, and Nestle. In this riveting keynote, Jennifer shares her insights on the importance of immersive shopping experiences, personalization, and will share with you:
- What you need to know about the 2020 consumer’s purchasing behaviors, wants, needs, and how to deliver advanced personalization with those metrics
- Data-driven merchandising and pricing
- A modern definition of experiential shopping
9:20 am - 9:40 am Ways You Can Embed Yourself Into The Consumers’ Everyday Lives
Meet Sheila. On the way to work, she pre-orders a latte from her phone and picks it up from the cafe near the train. On the commute, she asks her voice assistant to find dinner recipes for later that night, which curates a list based on her preferences, and it ships groceries straight to her house. After work she stops by a makeup store with a smart mirror that allows her to try on different products virtually, without every putting it on her face. It identifies three foundations that matches her exact skin tone, takes a picture, and sends it out to her social media network for her, which generates reviews from her friends and other customers, and so it continues. This is the world of the consumer in 2020 and the buying norms of the new decade.
Home Depot’s Senior Director helps you answer today’s most important question - how will you meet this consumer on their terms?
9:40 am - 10:20 am Panel: Competing With Convenience: How To Be The Disruptor And Not The Disrupted
In this panel session our executives discuss how they’re providing and promoting unique customer experiences and consequentially disrupting their industries. If you’re struggling to identify what makes your brand unique and how to provide a premium experience for your customers, no matter the product, be sure not to miss this discussion. Highlights include:
- The business strategy you can cultivate that makes you the retail destination of choice
- How to develop your own distinct forms of convenience based on the consumer
- When to sell your products on marketplaces and when to keep complete ownership of them on your sites
10:20 am - 11:00 am Refreshment & Networking Break
11:00 am - 11:40 am Panel: Omni-Channel: Consistently Showing Up In Remarkable Ways Where And When It Really Matters
We’ve all heard the words omni-channel and omni-shopping thrown around ad nauseum the past decade, but have you nailed it quite yet? Leave no stone left unturned. This session explores:
- How to create a frictionless experience at every single touchpoint
- Communicating a strong brand story in the details
- Amplifying the “wow” factor and strengthening the customer relationship through strategic multimedia content
11:40 am - 12:00 pm Using The Pop-Up Store Experience To Develop Deeper Relationships
Your customers are diligent when it comes to making a purchasing decision. They want to touch and feel the product in person. They want to read reviews that verify your product is worthy of their spending. Above all, they want to feel confident that they are making the right choice. More and more retailers are seeing success with launching pop-ups, for more reasons than you’d expect. In this session, you will explore:
- How you can engage with your customers on a deeper level and drive even more sales through the pop-up store approach
- The eCommerce advantages in testing out your products and concepts in physical forms, for a limited time
- Leveraging pop-ups as a form of market research, discovering what markets work and why
12:00 pm - 12:20 pm How To Succeed In Social Advertising - Unifying Creative & Performance Teams
Constant frustration around social advertising is usually the result of spending too much time on the wrong things. We have seen a shift towards brands unifying creative and performance teams - and it’s working!
Through $2.5B of social ad spend in 2019 we have identified three ways these two teams can make their work more efficient and impactful.
In this talk, you’ll learn:
- The key KPIs of creative and performance teams, and what drives them
- What the creative<>performance workflow looks like for 2020
- How to nail the trifecta of data, automation and creativity
12:20 pm - 12:40 pm Peer-To-Peer: Retailers As The Trusted Advisor To The Consumer: How To Succeed In The Personalized Shopping Experience
Combine the overload of choices in the marketplace with the “me first” mentality of the modern consumer and you get the winning formula for retail success: personalization. From mega brands to smaller shops, the retail industry is transforming. This is no longer a trend, it’s a must, and when done right, it can drive sales through the roof. These two successful leaders who have catapulted their brands with personalization as a priority will be interviewing one another, bringing diverse and complimentary perspectives on:
- How to develop a tailored shopping experience for your customers that leaves them feeling gratified over and over
- Leveraging data mining and advanced analytics to hyper target your customers
- What stages of your consumer journey can be personalized
12:40 pm - 1:40 pm Lunch
Track A: Digital Marketing Techniques That Drive Action
1:40 pm - 1:50 pm Chairperson Opening RemarksTrack A: Digital Marketing Techniques That Drive Action
1:50 pm - 2:30 pm Seamless Upsell And Cross-Sell Strategies That Really WorkWelcome to the new era of the fully-curated shopping experience. You’ll learn:
- Best in class strategies for helping your customer find even more products that are relevant and useful to them, in tandem with their known interests
- How to decrease cart abandonment rates and churn rates
- Effective uses of Calls to Action
Track A: Digital Marketing Techniques That Drive Action
2:30 pm - 3:10 pm Case Study Interactive: Driving eCommerce Sales Up When The Majority Of Your Revenue Comes From Brick And MortarAre you an owner or manager of a brick and mortar and have just begun your journey into online sales? Have you been at it for a while and considering the pros and cons of having a presence in both? In this session Audrey shares how Genesco is making these decisions and driving results in online sales. Discussion includes:
- The evolution of the consumer buying process
- How retail and eCommerce influence each other
- The advantages of selling online
- The importance of Marketing
As an interactive session you’ll have the chance to hear what strategies Audrey and her team implemented and then break out into small groups to determine how you can apply these learnings at your own organizations.
Track B : World-Class Consumer Data Strategies
1:40 pm - 1:50 pm Chairperson Opening RemarksTrack B : World-Class Consumer Data Strategies
1:50 pm - 2:30 pm How Meal Kit HelloFresh Is Marrying Data And Culinary To Develop Awe-Inspiring Customer ExperiencesThrough data-driven targeting, HelloFresh has consistently produced astonishing, hyper-relevant customer experiences, personalized recommendations, and targeted customer journeys that tap into the imagination and motivations of your specific target audience. In this session, you will learn:
- How HelloFresh is using feedback for flavor, tailoring recipes to even the pickiest eaters
- What customers consider an “extraordinary” product experience and how you can uncover and execute it
- Getting your data and creative teams to work together in harmony, rather than in silos
Track B : World-Class Consumer Data Strategies
2:30 pm - 3:10 pm Case Study Interactive: How Golftown Went From Bankrupt To Financial Success Through Data-Driven Campaigns That Drove Massive Customer LoyaltyWhen Golftown filed for bankruptcy in 2016, the world on the street was that the industry was experiencing a retail apocalypse, and that Frederick was entering a dying vertical – golf – that would never appeal to anyone but baby boomers. But that all shifted when their focus went towards data, digital, and infrastructure. In this story of triumph, the CMO of the largest specialty golf retailer of the world will share:
- How you can vastly turn around your profit by activating data
- How to identify customers who are dropping off and build data-driven campaigns that bring them back into the brand
- The necessary shift from dictation to conversation
- Leveraging your CRM to build content and segment at scale
Track C. Boardroom & Breakouts
1:40 pm - 2:30 pm eTail Canada 2020 & Beyond Think Tank (Invite-Only)Track C. Boardroom & Breakouts
2:30 pm - 3:10 pm Creative Boardroom (Retailer Only): Winning Ways To Embed Yourself Into The Customer’s Everyday Life Via Visual SearchBouclair understands that as a lifestyle brand, they must make it as seamless as possible for the customer to envision their products in their very busy lives. How their product will look and feel in real life, outside of the app and outside of the website? Ben Oren has spearheaded a simple innovation that allows customers to take a picture of their furniture and in seconds, Bouclair will send visual recommendations based on their own inventory. The opportunities for data-driven recommendations are endless. Join Ben for this interactive discussion and learn:
- How to embed yourself into the everyday lives of your consumer, including what technologies and touchpoints are crucial
- Developing trust with the consumer at the exact moment when they are considering a purchase
- Becoming the brand that is top of mind when they want a product in your category, through the combination of innovation and convenience
Track A: Digital Marketing Techniques That Drive Action
3:10 pm - 3:30 pm Episerver Presentation: Create “Human Moments” Online: Mimic Face-To-Face Interactions In The Digital World
Track B: World-Class Consumer Data Strategies
3:10 pm - 3:30 pm Innovation SpotlightTrack A: Digital Marketing Techniques That Drive Action
3:30 pm - 3:50 pm Social Selling Mastery: Everything You Want To KnowWhen it comes to selling through social media, traditional marketing tactics don’t always apply. Samsonite’s head of national marketing communications shares her insights on how they’ve capitalized on social commerce in a big way. You’ll learn:
- How to harness all social media offers so that you can build your own social selling machine and keep it going at high speed for years to come
- How to use social research and content marketing interdependently in social selling
- The nuances of content marketing you must consider to get the engagement you are aiming for?
Track B: World-Class Consumer Data Strategies
3:30 pm - 3:50 pm How To Use Sophisticated Data Strategies To Analyze Purchase Patterns And Customer Behavior To Drive SalesArtificial intelligence is a goldmine of customer data, with machines interacting one on one with the customer, collecting qualitative and quantitative data that reveals customer preferences, predicts customer behaviors, and helps you build even more sophisticated buyer personas. Learn how to:
- Uncover previously unseen data points through machine learning
- Move beyond data silos and manual efforts to manifest exceptional user journeys
- Predict behavior before it happens and anticipate when a customer will be interested in a purchase so that you can capitalize on that moment
Track C: Boardroom & Breakouts
3:30 pm - 3:50 pm Future Of Retail: Retailer-Only Meet-Up (Onsite Registration Required)With so much going on throughout eTail Canada 2020 you may need a few extra minutes to connect with like-minded executives who are responsible for digital marketing and eCommerce strategies like yourself. Discuss what’s on their radar for the year-ahead, discuss conference takeaways, connect, network and learn.
3:50 pm - 4:30 pm Refreshment Break & Networking in the eTail Expo Hall
4:30 pm - 5:30 pm Peer-To-Peer Roundtables
A highlight of eTail Canada, roundtable discussions are your best opportunity to deep-dive into discussions and idea-share with your peers. You pick 2 themes during this session.
Roundtable #1: Scaling Internationally Through Paid Search And SEO
Roundtable #2: Uniting Search And Social For Seamless Shopping Experiences
Roundtable #3: You Can't Buy What You Can't Find - The Importance Of Search In Building Your Digital Shelf
Erin McKeever, Marketing Manager, eCommerce & Digital, Kruger Products
Roundtable #4: Turning Your Social Media Communities Into Purchasers
Adam Chuntz, Director of Integrated Marketing, BN3TH
Roundtable #5: Creating A High Performing Mobile UX for On-The-Go Shoppers
Roundtable #6: Aligning Inventory, Marketing, And On-Site Staff To Support Accurate And Timely Order Management
Julian Gleizer, Founder & CEO, INABUGGY
Roundtable #7: Navigating Google Search Changes And Staying At The Top Of The Page
Andrew Witkin, President, Sticker You