Agenda - Shopper Marketing Forum 2017
May 3-4, 2017Fairmont Royal York   •   Toronto

Agenda

Wednesday, May 3

9:45 AM

Keynote: Success in today’s cheaper/faster economy

Concert Hall

Consumers, customers and brands a like all are demanding for 'cheaper/faster' with the hopes of 'better'. We all know continued price discounting can destroy brand equity and long-term value so what do brands need to do today?

IMI’s Don Mayo will use research completed in April 2017 along with case studies from 2016/17 to explore today’s "pricing" realities and what it takes to drive brand relevance and share. Don will share the essential steps to engage and activate the shopper to win in the immediate, mid and long-term.


Featuring:


Don Mayo
Managing Partner - Global
IMI International

10:00 AM

The e-commerce opportunity

Concert Hall

We all know e-commerce presents significant opportunities for Canadian brands and retailers, but how should it be leveraged best? Mark Baltazar, VP and partner at research firm BrandSpark International will share for the first time results from the Canadian E-Commerce Shopper Study. Dive deep into insights about how Canadian shoppers discover, consider and ultimately purchase CPG products online, plus much more.



Featuring:


Mark Baltazar
Vice President and Partner
BrandSpark International

11:45 AM

The Power and Perils of Mobile: Lessons from Neuroscience

Concert Hall

Global investment in mobile video advertising is set to reach $25 billion by 2021 – so the need to understand the power and the perils of mobile is in high demand. Until now, marketers have relied heavily on users’ explicit responses and feedback to determine whether their mobile efforts have hit the mark. But with so many variables, traditional research methods can feel incomplete, which is where neuroscience and biometric research can fill the gap. Join True Impact founder and CEO Diane Lucaci as she delves into research and insights around how a well-designed mobile experience can drive receptivity, human attention, purchase intent and, ultimately, positive business impact.


Featuring:


Diana Lucaci
Founder, CEO
True Impact Marketing

Conscious Consumerism Myths and Realities

Salon B

Conscious consumerism is a growing global movement whereby shoppers seek out ways to make positive purchasing decisions through buying products that are healthier, more environmentally friendly and in some instances driven towards generating community impact. While polling data suggested consumers will pay more for products that create positive social and environmental benefit, the reality is most won’t. Phillip Haid will lead you through a presentation and discussion that explores the myths and benefits of conscious consumerism through global examples, trends and research.


Featuring:


Phillip Haid
CO-FOUNDER & CEO
Public Inc

1:00 PM

The great disruptors

Concert Hall

VR, AR, AI, blockchain, bitcoin – it will all have a crucial impact on the way consumers search in store, use products and services and buy. Retail guru John Torella will dive into these great technological disrupters that will change your business and leave you with a deeper and more insightful understanding of the need to rethink your go-to-market strategies and programs for the future. Pain or gain – it’s up to you.



Featuring:


John Torella
Senior Partner
JC Williams Group

1:45 PM

How do Canadians truly feel about online grocery?

Concert Hall

Sobeys, Loblaw, Walmart, and Metro are all testing various online grocery services, while emerging start-ups continue to innovate new ways to shop. To capitalize on these new touch points, there’s a need to identify how to redefine interactions with shoppers. This session will delve into proprietary research from Kantar and examine how Canadians are already using digital as part of their grocery shopping process, and anticipate how these services are going to impact on our shopper connections in the coming years.


Featuring:


Robin Sherk
Director
Kantar Retail

2:15 PM

Multicultural 2.0: The Evolution of Ethnic Engagement

Concert Hall

Multicultural advertising has fast evolved to become a staple of Canada's retail environment. It has also grown to become a discipline far more complex than simple translations and one-off festive campaigns.

Join Waseem Shaikh (Multicultural Creative Lead, McCann Canada) as he unpacks the evolving makeup of Canada's immigrant population, new avenues within ethnic media, opportunities for finer segmentation through digital and social media, along with various tools and considerations for your brand to have a sustained, year-round relationship with the ethnic consumer.


Featuring:


Waseem Shaikh
Creative Lead
McCann Canada

Thursday, May 4

11:15 AM

Global “Energies” Shaping the Canadian Shopper

Salon B

What trends are driving new opportunity for shopper connection in Canada? Join Kanar’s Kara Sundby as she delves into the “energies” – cultural, commercial and lifestyle-based trends – with the potential to grow and spread across Canada and other markets. Dive into insights out of Kantar’s on-the-ground intel from trendspotters globally, and leave this session with more knowledge about the latest ideas that will shape your business.

Global “Energies” Shaping the Canadian Shopper

Salon B

What trends are driving new opportunity for shopper connection in Canada? Join Kanar’s Kara Sundby as she delves into the “energies” – cultural, commercial and lifestyle-based trends – with the potential to grow and spread across Canada and other markets. Dive into insights out of Kantar’s on-the-ground intel from trendspotters globally, and leave this session with more knowledge about the latest ideas that will shape your business.


Featuring:


Kara Sundby
Senior Consultant
Kantar Futures

2:45 PM

Keynote: What’s in store for the path-to-purchase?

Concert Hall

People are fundamentally shopping differently today than they used to just five years ago. Canadian consumers are taking fewer trips to the store and changing the traditional path to purchase and offering fewer chances for retailers and manufacturers to engage. With the shopper journey shifting, it’s time to find new ways to connect with consumers - whether it’s pre, during or post-sale. From non-traditional retailers to digital to health and wellness trends, Nielsen’s Carman Allison breaks down what marketers must understand – and embrace – when it comes to how Canadians are shopping.



Featuring:


Carman Allison
VP, Consumer Insights
The Nielsen Company

3:00 PM

Leveraging Advanced Analytics and Artificial Intelligence (AI) to win with omnichannel

Concert Hall

With the onslaught of Alibaba, the exponential growth of Amazon and other pure online retailers, the Canadian retail market was forced to “go global” overnight. The market polarization has become even more pronounced with the dominance of the discount store and the growth in the luxury segment.

To stay ahead of this disruption, retail executives need to understand not only what’s driving their customers’ behaviour but also provide a more seamless consumer experience. Deloitte’s recently released 2016 Omnichannel Customer Experience Index measured 200 North American retailers along the path to purchase.

Join Jennifer Lee, Partner, National Retail Leader and Consumer Analytics Leader at Deloitte, as she reveals the key findings of the study and discusses the best practices for implementing an omnichannel strategy.


Featuring:


Jennifer Lee
Partner, National Retail Leader
Deloitte & Touche LLP