eTail Canada 2019

07 - 09 May, 2019

Hyatt Regency Toronto, ON

Day 3 | Under the Hood

Getting out of your comfort zone.  Developing the view into customer behavior that fits your business and their needs.  This is exciting stuff!  But… How are you actually going to implement the great things you’ve been learning the past two days?  Yes, we thought of that, we’re always thinking about that.  That’s why on Day Three we’re going to dive into those thorny, every day decisions that make or break the evolution of your business including: staffing, what to outsource versus what to keep in-house, picking between your service providers when they all seem to do the same thing, and more!

8:20 am - 8:55 am Continental Breakfast & Registration for All Attendees

8:20 am - 8:55 am Women in Retail Breakfast in the King Street Ballroom

8:55 am - 9:00 am Welcome Remarks

Krishna Patel - Program Director, eTail Canada

Krishna Patel

Program Director
eTail Canada

9:00 am - 9:10 am Chairperson’s Remarks

9:10 am - 9:30 am Keynote | Intuition Versus Cognition: Building Balanced and Effective Teams

Mike Gettis - Founder and CEO, Endy

Mike Gettis

Founder and CEO

This session will attempt to present a non-biased approach to talking about what the service providers are offering and how to determine the best fit for your business.  Fine, let’s be honest.  Everyone is biased.  This debate will embrace that and showcase different perspectives on vendor selection. 

Lily Varon

Analyst - Digital Business Strategy
Forrester Research


Jackson Lau



Sameer Bandeali

Digital Marketing & eCommerce Lead
Maple Leaf Foods


Rocky Sharma

Sr. Director, Product Management, eCommerce

10:00 am - 10:20 am Keynote | The House That E-Commerce Built – How Best Buy Has Made Hiring the First Step in Taking on the Digital Marketing Revolution

Brendan Toupin - Senior Director, e-Commerce and Advertising, The Home Depot Canada
As both a top retailer and honoree amongst Canada’s Top 100 Employers Best Buy Canada’s approach to e-commerce hiring and structure has been an essential focus of their business strategy.  Join Brendan for your chance to learn how the team has invested in attracting skilled talent, what this emphasis means for the customers, and what advice he has you to get started on strengthening your in-house capabilities.

Brendan Toupin

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

10:20 am - 11:00 am Morning Refreshments & Networking Break

11:00 am - 11:40 am Panel | (DEBATE TEAM STYLE) There Is No Secret Sauce: Why We Allocate X Over Y In Our Marketing Budgets

Eva Salem - Vice President, Marketing, Canadian Tire Corporation Carly Steinberg - Director, Marketing, Jeremy Robinson - Chief Marketing Officer, SoYoung
Every marketer grapples with it, so we need to talk about it.  Since many retailers are loathe to share their own data we will present three case studies to the panel and ask their opinion on how companies X, Y, and Z should allocate their precious marketing dollars in the hopes that we shed light on:
·         How are retailers making the decisions to allocate their budget? 
·         What is their marketing mix? 
·         How do they figure out effective spend?       
·         Paid search regardless of where you are


Eva Salem

Vice President, Marketing
Canadian Tire Corporation


Carly Steinberg

Director, Marketing


Jeremy Robinson

Chief Marketing Officer

11:40 am - 12:00 pm FIRESIDE CHAT | Teamwork Makes the Dream Work: How LCBO is Mixing It Up Across Departments to Offer Customers a Craft Menu of E-Commerce Services

Kerri Dawson - Vice President, Marketing & Customer Intelligence, LCBO Alex Kozjak - Vice President, eCommerce, LCBO


Kerri Dawson

Vice President, Marketing & Customer Intelligence


Alex Kozjak

Vice President, eCommerce

12:00 pm - 12:40 pm Ecomm Tech Dragons' Den

Learn about the leading e-comm/martech hardware and software to ensure your campaigns are set to wow your customers and minimize cost. Each participant will present the value and customer examples of their technology in 7 minutes, then answer questions from the chairperson and other executives in attendance. We will close with the audience voting on which customer success story seems to demonstrate the greatest ROI to determine the winner!

12:40 pm - 1:40 pm Lunch for All Attendees in The King Street Social Restaurant

1:30 pm - 1:50 pm Fireside Chat | What Are Your Thoughts on Voice – Necessary Risk or Waste of Money?

Andrea Feiderer - EVP & Chief Marketing Officer, goeasy Ltd Matthieu Houle - Senior Director of Digital Technology, ALDO Group
Like winter, voice is coming – this session will feature a heart to heart between two retailers at different stages in the process.  
  • Where do we get in and how do we get involved with voice early?  
  • Building your interfaces to engage with Home, Siri, and Alexa
  • Early thoughts and considerations 
  • Recommendations for testing (if applicable)

Andrea Feiderer

EVP & Chief Marketing Officer
goeasy Ltd


Matthieu Houle

Senior Director of Digital Technology
ALDO Group

2:00 pm - 2:40 pm Panel | Canada’s Got Talent and the Competition is Fierce: Attracting, Training, and Retaining Great E-Commerce Teams

Andrea Feiderer - EVP & Chief Marketing Officer, goeasy Ltd Matthieu Houle - Senior Director of Digital Technology, ALDO Group
Unemployment is low and demand for e-commerce skills are growing which means retailers not only have to appeal to customers but differentiate themselves to would-be employees as well.  How are they doing it, and what would they recommend? 
We’ll conclude this session with an audience poll as to which company the attendees would like to work for.

Andrea Feiderer

EVP & Chief Marketing Officer
goeasy Ltd


Matthieu Houle

Senior Director of Digital Technology
ALDO Group

Assistant Professor Nathan Yang and Retail Lab advisor Carl Boutet from the new McGill University Bensadoun School of Retail Management (BSRM) will share recent insights about customer relationship management (CRM) strategies that can be scaled up for digital platforms. The discussion will revolve around the three aspects of CRM. Guided by insights from recent research at BSRM that leverages a combination of behavioural science, economics, and big data/machine learning, they will offer ideas about customer acquisition, customer development, and customer retention strategies. The insights will be drawn from past and ongoing research about the identification of brand cheerleaders on an e-health platform, landing page strategies for free Wi-Fi services in malls, and reference point gamification and habit formation on mobile apps. Their presentation will conclude with a discussion of how these strategies can be applied to various retail sectors.

Nathan Yang

Assistant Professor in Marketing
McGill Desautels Faculty of Management


Carl Boutet

Lead for Bensadoun Retail School of Management Lab
McGill University

3:30 pm - 4:15 pm Off-Site Experiential Learning - Site Visit

Reinforce the lessons you've learned in the past three days of classroom leaning with a tour of a local retailer with your new connections. Choose from one of three site tours.

More Details Coming Soon
Pre-registration required.  For more information please contact