eTail Canada 2018

15 - 17 May, 2018

Hyatt Regency Toronto, ON


Day Two: Wednesday, May 16, 2018 | Placing the Customer at the Center of Your Omni-Channel Ecosystem

Day Two will build on the trends presented in Day One and dig deeper into how companies are connecting with their customers to not only drive purchases but to build loyalty, community, and engagement.  This will include conversations on allocating your budget across channels, connecting the digital and in-store experience seamlessly, and driving your customer’s online research back towards your product.  After a thought provoking day of in-depth learning we will venture offsite to celebrate new lessons, forge new connections, and recognize this year’s award winners.

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

7:40 am - 8:40 am Women in Retail Breakfast in the King Street Ballroom

8:40 am - 8:45 am Welcome Remarks

Krishna Patel, Senior Conference Producer,eTail Canada

Krishna Patel

Senior Conference Producer
eTail Canada

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

9:00 am - 9:35 am FIRESIDE CHAT: Customer Obsession and Innovation @ Amazon

Andrew Turner, General Manager, Softlines,
Amazon’s customer obsession and long-term orientation has enabled it to invent and pioneer innovations in retail, logistics, and technology, and become the largest and fastest growing online retailer in Canada.  Learn about the principles that have guided Amazon’s success, and how it continuously seeks to improve the shopping experience for Canadian customers. 

Andrew Turner

General Manager, Softlines

9:35 am - 9:55 am Connecting Your Customer with the Right Product and Inspiration to Make a Sale, Anywhere

Gregoire Baret, GM, Omnichannel Experience,ALDO Group
Grégoire Baret will share insights culled from ALDO’s e-commerce experience redesign to fit actual customer needs and make mobile first.
  • Gathering and applying data during the design process to optimize usability and customer experience
  • Considering the website and ecommerce as informing and inspiring store shopping
  • Cultivating a natural flow to your ecommerce experience in the mind of your customer
  • Balancing natural content with a subtle commercial message
  • Letting go of your first beautiful design to embrace what is best for the consumer

Gregoire Baret

GM, Omnichannel Experience
ALDO Group

Here’s the secret…there isn’t one. How companies choose to spend their money and time depends heavily on growth goals, industry, audience, and more. Here, our panelists from a diverse range of companies share pie charts of their budget breakdown and discuss the rationale behind their use of different channels including:
  • Display ads
  • Instagram
  • Facebook
  • Contesting
  • Affiliate marketing

Nicolas Gaudreau

Chief Marketing Officer


Noah Goldberg

Vice President, eCommerce & Digital Marketing
Psycho Bunny


Tanbir Grover

Vice President, eCommerce & Omnichannel
Lowe’s Canada


Sarah Bugeja

Director, Acquisition Marketing
Chefs Plate

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

11:15 am - 11:35 am Developing A Completely New Approach to Retail Centered Around the Customer Experience

Peter Housley, Chief Revenue Officer,Indochino
Indochino made the leap from online to brick-and-mortar in 2014, and hasn’t looked back.  Taking a holistic approach to retailing meant building out 19 showrooms while also reducing fulfilment times and constantly improving on its online customization capabilities.  After a third consecutive year of 45% growth it is safe to say that this strategy has been a perfect fit.  Peter Housley will share insights into the challenges and opportunities the team has faced in the process, and what advice he has for other organizations looking to concurrently achieve customer-centricity and spectacular growth.

  • Fostering a seamless customer journey spanning digital outreach, in-store merchandising, online shopping, online orders & checkout, returns, and in-store purchasing
  • Creating an ecosystem with consistency of experience and messaging across channels
  • Making the most of your footprint, wherever it is 

Peter Housley

Chief Revenue Officer

11:35 am - 12:15 pm PANEL INTERACTIVE: Taking the Best of Brick and Mortar and Pure Play Companies to Craft Your Seamless Omni-Channel Customer Journey

Victoria Lee, Director, eCommerce,Roots Canada Ltd. Kristy Wieber, Co-Founder & President,Rent Frock Repeat Jaclyn Cummings, Director, Marketing,Saje Natural Wellness Jacquelyn Cyr, President,Cake Beauty
The hybrid company - retailers that offer engaging in-store experience alongside captivating online service – is on the rise.  This session will offer a range of insights from companies that grew from digital native or brick-and-mortar into a hybrid entity – and what the best practices they learned along the way.

  • Pre-visit = Digital strategies for increasing foot traffic to store
  • During visit = Enhancing the in-store experience 
  • Throughout = Identifying and exploiting the niche opportunities for cross and upselling
  • Post-visit = Leveraging data to create post shopping experience and start the next purchase funnel

Victoria Lee

Director, eCommerce
Roots Canada Ltd.


Kristy Wieber

Co-Founder & President
Rent Frock Repeat


Jaclyn Cummings

Director, Marketing
Saje Natural Wellness


Jacquelyn Cyr

Cake Beauty

12:15 pm - 1:15 pm Lunch for All Attendees in The King Street Social Restaurant

1:15 pm - 1:25 pm Chairperson’s Afternoon Address

1:25 pm - 2:05 pm CASE STUDY REMIX: E-Mail Strategies for Investing in, Engaging, and Bringing Your Best Customers Back Through the Purchase Funnel

Johnny Basto, Director, Email Marketing,Indigo Books & Music
Up to 90% of budgets are allocated towards acquisition of new customers. Existing customers, especially email subscribers, are a bargain by comparison and tend to buy more. This session will present examples of winning campaigns and automated emails before asking the audience to brainstorm and share their approach to a hypothetical.

  • How often is too often 
  • Winning content angles 
  • Designing trigger behavior programs 

Johnny Basto

Director, Email Marketing
Indigo Books & Music

1:15 pm - 2:15 pm CREATIVE BOARDROOM: Ways To Track Your Customers Across Channels – Have You Found Anything That Works?

Pre-registration required. For more information please contact
Just when it seems like consumers are looking for value and convenience over all else, a video goes viral, an indie company rockets to cult favorite status and a retailer in a vertical under siege (books, electronics, etc.) finds ways to not only survive, but thrive.  This phenomenon is the power of brand.  Join this powerhouse panel of marketing professionals to hear how they have used social media, experience, and engagement to build loyalty and community with customers

  • Building experiences in-store 
  • Leveraging user generated content
  • Making shopping the featured content an easy experience

Di Gallo

Director, Digital Marketing & Social Media
Indigo Books & Music


Andrea Nickel

Director, Brand & Content
Chefs Plate


Nicole Dalton

Director, Marketing

2:45 pm - 2:55 pm INNOVATION SPOTLIGHT

2:55 pm - 3:15 pm Defying Boundaries to Grow Your Brand Across Channels and Markets

Manny Kohli, President & CEO,Matt & Nat
Mat & Nat started as a “vegan accessories” brand on the shelves at Indigo.  Since 2013, sales have grown 400% and five brick-and-mortar locations have spread the clean, minimalist, and contemporary aesthetic that defines the company.  Steps into the international marketplace have been successful as well with 40% of sales coming from outside Canada. As it looks towards the next step in its evolution from niche product to lifestyle brand, Manny Kohli will share insights into some of the practical steps that have brought the brand to this point, and what advice he has for other companies looking to grow.

  • Prioritizing Facebook and Instagram by shooting for social media daily
  • Focusing on bloggers
  • Crucial questions to ask when expanding into new product lines

Manny Kohli

President & CEO
Matt & Nat

2:15 pm - 3:15 pm CREATIVE MASTERCLASS: Catching The Customer's Attention With Web Merchandising For Enhanced Product Discovery

Marianna Zidaric, Director, eCommerce,Spin Master Audrey Gauthier, Vice President, Marketing & eCommerce,Genesco (Little Burgundy Division)
Pre-registration required.  For more information please contact

Merchandizing is being disrupted.  Its no longer about what the merchandiser wants, its about what the customer wants.  This masterclass will delve into the changing role of merchandising in a data driven world and equip attendees with The New Rules of Merchandising.  

Digital merchandising is a different beast from catching a customer’s eye as they walk by.  This extended session will go beyond the basics in search, navigation, and merchandising to delve into enhanced product discovery.

  • Crucial curation questions when faced with the massive content opportunities of the digital storefront
  • What makes a killer product description?
  • What is a great video online versus what makes a great commercial? 
  • E-commerce optimized packaged marketing and how it compares to a standard pack  
  • The world in 5D: expanding on the old school shopper study to plot an e-commerce shopping decision tree
  • Balancing marketing and merchandising when it comes to finding the best conversion strategy


Marianna Zidaric

Director, eCommerce
Spin Master


Audrey Gauthier

Vice President, Marketing & eCommerce
Genesco (Little Burgundy Division)

3:15 pm - 3:55 pm Refreshment Break & Networking in the Solutions Lounge

Consumer shopping patterns have changed and we must change with them.  Casual browsing’s impact on retail has ceded to make way for mission shoppers:  they go online, they read reviews, they visit the store, and then either purchase there or go back online.  How can retailers assert themselves to win out against the world of other touch points?  

  • Reaping the benefits of digital in physical locations – who’s doing it well and what’s the latest
  • Leveraging the power of person-to-person connection when it comes to impacting conversion rates, average order value, and foot traffic

Catherine Laporte

Head of Marketing & eCommerce


Carly Steinberg

Director, Marketing


Suzanne Siemens

Co-Founder & CEO


Shalina Sayani

Director, Online Content & Promotions
Lowe’s Companies Canada

A highlight of eTail Canada, roundtable discussions are your best opportunity to deep-dive into discussions and idea-share with your peers. You pick 1 theme during this session. 

1. The Magic Formula: How Companies Are Allocating Their Digital Marketing Spend
Erin McKeever, Senior Digital Engagement Strategist, Nestlé Purina PetCare

2. Taking the Best of Brick and Mortar and Pure Play Companies to Craft Your Seamless Omni-Channel Customer Journey
Kristy Wieber, Co-Founder and President, Rent Frock Repeat

3. You Can’t Get That Online: Connecting Digital Customer Interactions with Superior In-store Experience
Krista Kerth, Director Of Marketing, Swimco

4. E-Mail Strategies for Investing in, Engaging, and Bringing Your Best Customers Back Through the Purchase Funnel
Johnny Basto, ‎Director, Email Marketing, Indigo Books & Music

5. Get Uncomfortable: Identifying Opportunities to Get Leaner In Your Business
Dave Nagy, President, Ecodiva Beauty

6. Best in Class Content - When a Brand Becomes a Community
Alyssa Kerbel, Founder/President, mini mioche Retail Inc.

7 Wanted: Technical and Creative Chops – Building a Powerhouse E-Commerce Team 
Colin Picard, Director – Human Resources,
Scott D’Cunha, VP, Marketing, eCommerce & Communications, Staples Business Advantage 

Erin McKeever

Senior Strategist, Digital Engagement
Nestlé Purina PetCare


Kristy Wieber

Co-Founder & President
Rent Frock Repeat


Krista Kerth

Director of Marketing & eCommerce Experience


Johnny Basto

Director, Email Marketing
Indigo Books & Music


Dave Nagy

Ecodiva Beauty


Alyssa Kerbel

mini mioche Retail Inc.


Colin Picard

Director, Human Resources
Best Buy Canada


Scott D'Cunha

Vice President, Marketing – eCommerce & Communications
Staples Business Advantage

5:05 pm - 8:30 pm Off-site Cocktail Party @ SPiN