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
9:00 am - 9:20 am
Keynote | Intuition Versus Cognition: Building Balanced and Effective Teams
Mike Gettis -
Founder and CEO,
Endy
9:20 am - 10:00 am
Panel (Debate Team Style) | How to Pick the Right Service Provider When So Many Are Offering Similar Services
Lily Varon -
Analyst - Digital Business Strategy,
Forrester Research
Jackson Lau -
Co-Founder,
Partsengine.ca
Chris Tarrant -
Vice President, Store Development & Design,
Starbucks Canada
Sam Kashani -
VP, Wholesale,
dosist
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.
10:00 am - 10:40 am
Dragons' Den! E-Comm Tech Special Edition
Lily Varon -
Analyst - Digital Business Strategy,
Forrester Research
Laura Brinker -
SVP Marketing,
influenster
Riccardo Badalone -
CEO,
C2RO Cloud Robotics
Lucas Stewart -
Senior Product Marketing Manager,
AB Tasty
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!
10:40 am - 11:20 am
Morning Refreshments & Networking Break
11:20 am - 12:00 pm
Panel | (DEBATE TEAM STYLE) There Is No Secret Sauce: Why We Allocate X Over Y In Our Marketing Budgets
Krishna Patel -
Program Director,
eTail Canada
Eva Salem -
Vice President, Marketing,
Canadian Tire Corporation
Idan Driman -
Director of Marketing,
Toys R Us
Jeremy Robinson -
Chief Marketing Officer,
SoYoung
Carly Steinberg -
Director, Marketing,
Well.ca
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
12:00 pm - 12:20 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
12:20 pm - 1:20 pm
Lunch for All Attendees in The King Street Social Restaurant
1:20 pm - 1:40 pm
Fireside Chat | What Are Your Thoughts on Voice – Necessary Risk or Waste of Money?
Pierre-Paul Larivière -
Digital Ecosystem & Experience Director,
Cirque du Soleil Entertainment Group
Matthew Cebulski -
Head of Discovery and Partnership Success,
Loblaw Digital
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)
Pierre-Paul Larivière
Digital Ecosystem & Experience DirectorCirque du Soleil Entertainment Group
1:40 pm - 2:20 pm
Panel | Canada’s Got Talent and the Competition is Fierce: Attracting, Training, and Retaining Great E-Commerce Teams
Richard Sejean -
Director, eCommerce,
Browns Shoes
Matthieu Houle -
Senior Director of Digital Technology,
ALDO Group
Harjas Rai -
Director, Human Resources & Talent Acquisition,
go easy
Alaa Hassan -
Vice President of Marketplace,
CBDMART
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?
2:20 pm - 3:00 pm
Guest Speaker | Research Insights into the Blurring of Digital and Physical Retail
Nathan Yang -
Assistant Professor in Marketing,
McGill Desautels Faculty of Management
Carl Boutet -
Lead for Bensadoun Retail School of Management Lab,
McGill University
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.
