eTail Toronto 2024
September 25 - 26, 2024
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.
8:00 am - 9:00 am
Continental Breakfast & Registration for All Attendees in the Solutions Lounge
9:00 am - 9:10 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
9:10 am - 9:30 am
Fireside Chat | Activate Your Data!
Dan Park -
Head of Uber Eats Canada,
Uber
Jake Edmiston -
Reporter,
Financial Post
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
Jake Edmiston
ReporterFinancial Post
9:30 am - 9:50 am
Keynote | One Retailer’s Answer to the Omni-Channel Question
Kerry Munro -
Former 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
9:50 am - 10:35 am
Panel (Debate Team Style) | Best Practices for Omni-Channel Measurements and Analytics
Paul Briggs -
Senior Analyst, Canada,
eMarketer
Lara Skripitsky -
Vice President & Chief Technology Officer,
McDonald's
Andrew Go -
Senior Director, e-Commerce and Advertising,
The Home Depot Canada
Tom Maryniarczyk -
Director of Analytics, Data Science, Experimentation and SEO,
Walmart.ca
Noah Goldberg -
Senior Director, GM, Joe Fresh eCommerce,
Loblaw Digital
Andrew Jarvie -
Senior Management Lead,
Snap, Inc.
- 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
10:35 am - 11:15 am
Wake and Baked Goods & Networking Break in the eTail Expo Hall (Meet Up: What Are You Reading These Days?)
11:15 am - 11:35 am
Case Study | The Food Data Goldmine: Using Feedback to Anticipate and Exceed Customer Expectations
Ian Brooks -
CEO and Founder,
HelloFresh Canada
Join Ian as he provides a detailed look at the unique intersection of fact and flavour. The CEO of Canada's leading meal-kit provider will share insights around how HelloFresh is using customer feedback data to develop an expertly-curated meal-kit product suited the tastes of customers all across Canada.
11:35 am - 12:15 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.
12:15 pm - 1:15 pm
Lunch for All Attendees in The King Street Social Restaurant
1:35 pm - 1:45 pm Chairperson’s Afternoon Address
Krishna Patel - Program Director, eTail Canada1:45 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 DigitalThis 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
1:35 pm - 2:25 pm Creative Boardroom | Your Answer to the Omni-Channel Question
Kerry Munro - Former Senior Vice President - Connected Retail, Canadian Tire CorporationThe learning doesn’t stop when he walks off stage. Join keynote speaker Kerry Munro for a closed room discussion on how retailers are working to provide convenience, personalization, and a seamless experience to customers. Don’t miss you chance to exchange “I wish I had knowns” and get feedback on current efforts from Kerry and your peers - people who truly understand the challenges you face!
Pre-registration required. For more information please contact Krishna.Patel@wbresearch.com
2:05 pm - 2:15 pm TECH STOP Aim Higher: Raising The Conversion Rate Benchmark
Lucas Stewart - Senior Product Marketing Manager, AB TastyIn the era of customer lifetime value and relevance, marketers need to do more than wring out their advertising budgets to achieve their targets. Conversion rates from paid channels hover between 1-3%– which means that, on average, more than 97 out of 100 visitors are failing to convert. Learn how experimentation and personalization can create experiences people want, resulting in high-value leads and repeat buyers.
2:15 pm - 2:55 pm KEYNOTE | Amazon’s Culture of Innovation
Shawn Gandhi - Head of Solutions Engineering, AWS, AmazonLeaders looking to fuel innovation need to create a culture of learning…even from mistakes. Mistakes aren’t what put companies out of business, it’s a lack of learning from them that causes them to fall behind.
Amazon’s mission is to be earth’s most customer-centric company, and a culture of innovation and invention is imperative to realizing that goal. Shawn Gandhi from Amazon Web Services (AWS) will give an inside-look into where Innovation starts at Amazon and how the tech giant’s experimental culture brings innovation to its customers in retail.
3:35 pm - 4:25 pm Creative Boardroom | Managing Customer Escalations and Expectations (Retailer Only)
Ashley Hood - eCommerce Operations Manager, Lowe’s Companies CanadaPut 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 Krishna.Patel@wbresearch.com
2:55 pm - 3:35 pm
Ice Cream Social & Networking in the eTail Expo Hall (Meet Up: eTail Moms + Dads and I Enjoy Working Out (Or I Try To))
3:35 pm - 3:55 pm
CASE STUDY Creating and Distributing More Impactful Content
Tyler Handley -
Cofounder and CEO,
inkbox
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.
3:55 pm - 4:15 pm
KEYNOTE Building for a Zero Friction Future – Streamlining the User Experience Across Mobile, Digital, and In-Store
Sarah Owen -
Retail Client Partner,
Facebook Canada
The future belongs to businesses that deliver seamless experiences for consumers. Learn how you can future-proof your business and optimize for the new mobile landscape.
4:15 pm - 5:00 pm
What’s Troubling and…. Trending? Guided Discussion Roundtables with Polling
Noah Goldberg -
Senior Director, GM, Joe Fresh eCommerce,
Loblaw Digital
Alaa Hassan -
Vice President of Marketplace,
CBDMART
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 20 minute mark everyone will switch tables to gain exposure to different view points. Get ready to move and learn!
