Agenda - Shopper Marketing Forum 2016
April 19 & 20, 2016   •   Arcadian Court

Agenda

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Tuesday, April 19

8:00 AM

Registration & Continental Breakfast

9:00 AM

Co-chairs' Opening Remarks

Court

Featuring:

Jennifer Hayes
Director, Ad Media & Partnership Marketing
Walmart Canada

Susan Irving
Senior Director of Marketing
Pepsico Foods Canada

9:15 AM

From boom to bust: the economy, consumers and you

Court

We continue to deal with uncertain and uninspiring economic conditions. The declining Canadian dollar has resulted in inflationary pressures across the store and regional economic shifts have resulted in consumers changing their buying behaviours, which will define retail trends for the balance of 2016. Nielsen’s Carman Allison kicks off the day with an overview of how retail dollar growth is expected to grow – and at what cost.

Featuring:

Carman Allison
VP, Consumer Insights
Nielsen

10:00 AM

Retail Reinvention

Court

What will the future of retail look like? IGD’s Stewart Samuel has spent years analyzing the strategies of leading grocers and shares how retailers are starting to think about the store of the future and the changes we are already seeing. While the focus is on grocery stores, a range of new formats will be explored.

Featuring:

Stewart Samuel
Program Director IGD Services Canada
IGD

10:45 AM

Networking Break

11:00 AM

The Social Media Trifecta

Court

To make the most of your brand’s online profile, you need to master the big three platforms – Google, Facebook and Twitter. For the first time we bring all three digital players to the Forum stage to reveal the latest research, share insights into consumer behaviour and shed light on how new developments in social media impact shopping and how brands and retailers can win in the online world.

Moderating:


Susan Irving
Senior Director of Marketing
Pepsico Foods Canada

Featuring:

Alison Leung
Vice President Marketing
Facebook Canada

Nancy McConnell
Head of Industry, Consumer Packaged Goods
Google

Jamie Michaels
Head of Brand Strategy
Twitter Canada

11:45 AM

Omnichannel: The retail network of the future

Court

Retailers are being challenged to meet the demands of complex, highly informed consumers, collect and analyze a flood of data, and deliver seamlessly across a multitude of channels to ensure a differentiating brand experience and win in a hyper competitive environment.

Deloitte’s most sought after mind in retail, National Retail and OmniChannel Leader, Jennifer Lee, will lead the session as we explore the new role of the store, ‘everywhere analytics’ and the retail network of the future.

Featuring:

Jennifer Lee
Partner
Deloitte

30 minutes with a retailer: Frederick Lecoq, Sport Chek

Loft

Join Frederick Lecoq to learn more about Canada’s largest sport retailer’s focus.

*Advance sign-up is required. Please email smfsportchek@brunico.com and include your name, title, and company.

This session is not open to competing retailers.

Featuring:

Frederick Lecoq
Chief Marketing Officer
FGL Sports

12:15 PM

Luncheon Roundtables

Mezzanine

Join an industry expert for an intimate round table luncheon discussion. Don't miss this chance to network, share ideas and discuss the issues that matter to you. Choose from a wide variety of table discussions, hosted by the expert of your choice.

Sign-up will take place on site at registration desk, on a first-come, first-served basis. If sessions are full, please make your way to the session room 15 minutes before the scheduled start time and if there is an extra spot available, we will do our best to fit you in.

Wes Brown, Senior director brand marketing retail, Loblaw: Meaningful Sales – Purpose Driven Marketing & Communications in Retail

Nancy McConnell, Head of Industry, Consumer Packaged Goods, Google: The future of shopper marketing

Jamie Michaels, Head of Brand Strategy, Twitter Canada: Shopping in the moment: How to win in real time

Doug Norris, Senior Vice President and Chief Demogrpaher, Environics Analytics: How marketers can do to better in a demographic landscape driven by an aging population and increasing cultural diversity?

Stewart Samuel, Program Director, IGD Services Canada: The advance of hard discount retailers (e.g. Aldi and Lidl)

Featuring:

Wes Brown
Vice President Marketing, Market Division
Loblaw Companies Limited

Nancy McConnell
Head of Industry, Consumer Packaged Goods
Google

Jamie Michaels
Head of Brand Strategy
Twitter Canada

Doug Norris
Senior Vice President and Chief Demographer
Environics Analytics

Stewart Samuel
Program Director IGD Services Canada
IGD

Lunch

1:15 PM

Decoding the New Demo

Court

This May marks the start of the 2016 Canadian Census, which will produce a completely new demographic “selfie” of the Canadian population beginning in the spring of 2017. But we can spare you the suspense. In this session, Dr. Doug Norris, one of Canada’s most authoritative demographic experts, will bring the census numbers to life, paying special attention to the two largest demographic cohorts – Millennials and Boomers – and exploring how companies can thrive in the changing demographic landscape.

Featuring:

Doug Norris
Senior Vice President and Chief Demographer
Environics Analytics

30 Minutes with a retailer: TJ Flood, Canadian Tire

Loft

TJ Flood shares his insight into “Canada’s Store”, and their upcoming priorities.

*Advance sign-up is required. Please email smfcanadiantire@brunico.com and include your name, title, and company.

This session is not open to competing retailers.

Featuring:

TJ Flood
Senior Vice-President, Marketing
Canadian Tire Corporation Limited

1:45 PM

Sport Chek: The digital transformation

Court

For the last three years, Sport Chek has been on a journey, shifting from the house of sport to the home of sport. With competition one click away, the company has been at the forefront of recognizing that retail needs to redesign and personalize the customer experience at every brand touchpoint. Learn from Frederick Lecoq as he takes you inside Sport Chek’s digital transformation and discusses its five key enablers – rich content, real time, mass personalization, data readiness and martech.

Featuring:

Frederick Lecoq
Chief Marketing Officer
FGL Sports

2:15 PM

Networking Break

2:30 PM

Canadian Tire: The digital shopping ecosystem

Court

No one knows life in Canada quite like Canadian Tire, and thanks to big data and analytics, the omni-channel retailer has remained on the offence and knows more about their customers than ever before. From store level to online and web analytics, as well as the retailer’s recently evolved loyalty and Tested for Life in Canada programs, the brand is capturing data from all angles and garnering valuable insights. Listen as TJ Flood discusses how the retailer is turning insight into action and revolutionizing the retail experience by introducing a digital shopping ecosystem for Canadians.

Featuring:

TJ Flood
Senior Vice-President, Marketing
Canadian Tire Corporation Limited

3:00 PM

The customized experience

Court

Loblaw may be the largest food retailer in the country, but its knack for customizing the shopper experience has translated into loyal customers who feel right at home at their local store. Its successful PC Plus loyalty program has been built on catering to each individual user based on their shopping behaviour. And this customized approach has laddered up to the store level, where each Loblaws location is tailored to the wants and needs of its neighbourhood – from cooking classes to cheese walls. Loblaw’s Wes Brown will talk about how the company has been winning through customization and how it’s impacted the way it communicates with its customers, as well as what’s next for the brand.

Featuring:

Wes Brown
Vice President Marketing, Market Division
Loblaw Companies Limited

3:45 PM

Closing Remarks

Court

Featuring:

Jennifer Hayes
Director, Ad Media & Partnership Marketing
Walmart Canada

Susan Irving
Senior Director of Marketing
Pepsico Foods Canada

4:00 PM

Strategy's 4th Annual Shopper Innovation Awards

Loft

Join us to see all the programs, plans and partnerships that embody the best new thinking in Canada’s shopper marketing industry.

Featuring:

Erica Ehm
CEO Ehm & Co

5:00 PM

Post Award Cocktails

Wednesday, April 20

8:00 AM

Registration & Continental Breakfast

9:00 AM

Co-chairs' Opening Remarks

Court

Featuring:

Jennifer Hayes
Director, Ad Media & Partnership Marketing
Walmart Canada

Susan Irving
Senior Director of Marketing
Pepsico Foods Canada

9:15 AM

Keynote: Sometimes the long view gets sidetracked by shiny things

Court

IMI’s Don Mayo now and the year ahead will help weed out the distractions by demonstrating the imperatives of dealing with ‘fact’ not fear or hype to succeed in the year ahead. Mayo gives us five things to stop doing, five things to start, five things to ignore and two things to focus on to drive profits.

Featuring:

Don Mayo
Managing Partner, Global
IMI International

10:00 AM

Championing a social cause to drive sales

Court

Is it possible to change the world for the better and drive product sales at the same time? Yes. It is. In this session, General Mills marketing director Emma Eriksson, who headed up the Honey Nut Cheerios Bring Back the Bees campaign, and Unilever’s Shagufta Hooda, who leads Ben & Jerry’s efforts to combat climate change, share how to create buzz both on and off shelves in Canada, and how to most effectively leverage your social purpose marketing in the aisles.

Moderating:


Matthew Diamond
EVP
Hunter Straker

Featuring:

Emma Eriksson
VP Marketing
General Mills Canada

Shagufta Hooda
Assistant Brand Manager
Unilever

Is your brand experience ready for the fifth dimension?

Loft

The world is witnessing the emergence of a massive trend that will influence how we create meaningful customer experiences and impact how consumers engage with brands. This trend is the rise of fifth dimension design that creates immersive experiences through the use of virtual goggles and new projection devices. Understanding how to drive unique, immersive, branded user experiences will be critical for gaining market share and growth. Jean-Pierre Lacroix will look at types of immersive experiences and five factors you need to consider when creating them.

Featuring:

Jean-Pierre Lacroix
President
Shikatani Lacroix Design Inc

10:30 AM

Networking Break

10:45 AM

Market Moment

Court

Market Moments is one of the largest vendor-integrated campaigns of the year, featuring Coke, General Mills, Kraft and Mondelez among others. This session shares topline learnings from the program and via an interactive Q&A session helps the audience understand what it took to make this a collaborative success for the retailer, the vendors, the store employees and the Loblaw Shopper.

Moderating:


Wes Brown
Vice President Marketing, Market Division
Loblaw Companies Limited

Featuring:

Richard Behrman
Account Director
Campbell Company of Canada

Michelle Corsbie
Account Director
6Degrees Integrated Communications

Jacquelyn Langdon
Associate Manager, Customer Marketing
General Mills Canada

11:30 AM

Multicultural strategies

Court

It is widely known that Canada’s foreign born and multicultural consumer segments represent a key growth opportunity for brands and retailers. It is less widely know how to execute to capture that opportunity. Robin will walk through the key issues surrounding developing an effective Canadian multicultural strategy as well as show some best in class examples.

Featuring:

Robin Brown
VP, Insights & Advisory
Deloitte Canada

30 minutes with a retailer: Aaron Lee, Dollar Tree Canada

Loft

Meet Dollar Tree Canada’s Aaron Lee as he addresses who the discount retailer’s customer is and how to grow your business to include this booming segment.

*Advance sign-up is required. Please email smfdollartree@brunico.com and include your name, title, and company.

This session is not open to competing retailers.

Featuring:

Aaron Lee
Category Manager
Dollar Tree Canada

12:00 PM

Luncheon Roundtables

Mezzanine

Join an industry expert for an intimate round table luncheon discussion. Don't miss this chance to network, share ideas and discuss the issues that matter to you. Choose from a wide variety of table discussions, hosted by the expert of your choice.

Sign-up will take place on site at registration desk, on a first-come, first-served basis. If sessions are full, please make your way to the session room 15 minutes before the scheduled start time and if there is an extra spot available, we will do our best to fit you in.

Robin Brown, VP, Insights & Advisory, Deloitte Strategic Analytics and Modelling: Are Canadian retailers ready for omnichannel 

David Ciancio, Senior Customer Strategist, dunnhumby: What loyalty programs need to do today to rise above the crowd

Jean-Pierre Lacroix, President, Shikatani Lacroix: The role of immersive in building brand affinity and engagement.

Aaron Lee, Category Manager, Dollar Tree Canada: How to expand your business into the discount dollar channel

Don Mayo, Managing Partner, IMI International: Driving Sales / Share / ROI through Shopper Marketing

Featuring:

Robin Brown
VP, Insights & Advisory
Deloitte Canada

David Ciancio
Senior Customer Strategist
dunnhumby

Jean-Pierre Lacroix
President
Shikatani Lacroix Design Inc

Aaron Lee
Category Manager
Dollar Tree Canada

Don Mayo
Managing Partner, Global
IMI International

Lunch

1:00 PM

Marketing to Millennials: Building Deeper Connections

Court

So many brands today are trying to target the millennial shopper, but how well do we really know them? Be the first to hear Mintel’s proprietary research on how millennials feel impacted by economic conditions, their spending priorities and the shopping and spending differences within this varied demo. This session will explore some of the defining characteristics of millennials and the implications on effectively connecting with them.

Featuring:

Carol Wong-Li
Senior Lifestyles and Leisure Analyst
Mintel

30 minutes with a retailer: Wes Brown, Loblaws

Loft

Wes Brown is back to discuss the shopper marketing initiatives and collaborations that help fuel his retail brand’s love of food.

*Advance sign-up is required. Please email smfloblaw@brunico.com and include your name, title, and company.

This session is not open to competing retailers.


Featuring:

Wes Brown
Vice President Marketing, Market Division
Loblaw Companies Limited

1:30 PM

Winning in Quebec

Court

We all know Quebec is a unique microcosm with its own culture, shopping behaviours and challenges. This session will examine two cases – one brand from English Canada attempting to make headway in Quebec, and an established Quebec brand taking learnings from its home market and applying them to the rest of the country.

Leon’s Andrea Graham, along with Jeff MacEachern and Pascal De Decker from Taxi, will share how they tapped unique local insights to spur awareness for the brand’s expansion in Quebec. On the flip side, Lg2’s Claude Auchu and Marc-André Fafard will delve into Quebec based Natrel’s Milk Bar success.

In addition to these Shopper Innovation Awards finalists, the panel will dive into a bigger picture discussion of what can work across Canada and also resonate in Quebec – and guidance on where and when marketers should consider customizing programs for maximum ROI.

Moderating:


Josh Kolm
Editor, StrategyDaily, Tech Editor
Strategy

Featuring:

Claude Auchu
CEO
lg2boutique

Pascal De Decker
Executive Creative Director
TAXI Canada Ltd.

Marc-Andre Fafard
Director of Strategy, Design
LG2

Andrea Graham
Senior Marketing Executive
Leon's Furniture

Jeff MacEachern
Chief Creative Officer
TAXI 2

2:15 PM

Trends in big data to improve the shopping experience

Court

Going beyond the use of big transactional data to personalize CRM, this discussion explores how to harness the gifts of connected shopper data to improve shoppers’ experience in-store, where it matters most. dunnhumby’s David Ciancio shares a new model for essential shopper data elements, along with its application for the “four P’s” of marketing and for emerging trends in store localization.

Featuring:

David Ciancio
Senior Customer Strategist
dunnhumby

2:45 PM

Closing Remarks

Court

Featuring:

Jennifer Hayes
Director, Ad Media & Partnership Marketing
Walmart Canada

Susan Irving
Senior Director of Marketing
Pepsico Foods Canada