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

Agenda

Wednesday, May 3

8:30 AM

Registration & Continental Breakfast

9:30 AM

Welcome from Strategy


Featuring:


Mary Maddever
SVP, Editorial Director/Publisher of Strategy/Media In Canada/Stimulant/Marketing
Strategy

9:35 AM

Co-chairs' opening remarks

Concert Hall


Featuring:


Richard Behrman
Sr. Manager Shopper Marketing
Campbell Soup Company

Vanessa Sankar
Sr. Omni Channel Manager
ConAgra Foods Canada

9:45 AM

Keynote: 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 disruptors 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
Sr. Partner
JC Williams Group

10:30 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 will share for the first time results from BrandSpark’s 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
EVP and Partner
BrandSpark International

11:00 AM

Networking Break

11:15 AM

Bricks and mortar 2020: The future of the physical store

Concert Hall

Bricks and mortar retail has robust competition from many channels and is experiencing new challenges based on consumer shopping behaviour. Yet physical stores are undergoing an incredible metamorphosis. Is the physical store dead? Join retail industry experts John Archer and Susan McGibbon and find out how bricks and mortar is expected to not only stay, but grow in the coming years.


Featuring:


John Archer
Chief Development Officer
Three Sixty Collective

Susan McGibbon
Chief Experience Officer
Three Sixty Collective

12:00 PM

Neuroscience and mobile

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 Diana 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 and CEO
True Impact Marketing

Insights into Action: How the economy of sharing is changing how shoppers are interacting with brands

Confederation 5

With so much time spent in the world of digital media, shoppers are looking for ways to connect with community “IRL.” Originating from the millennial generation, there is a desire to share experiences, material goods, and moments in order to connect authentically with your environment and those around you. Companies that contribute to the environment of "sharing" are providing customers with the control over when, where, and how often they want to connect to community; this connection with community contributes to a more emotional relationship with brands. Cultural anthropologist Johanna Faigelman will share how this impacts your shopper marketing business today.


Featuring:


Johanna Faigelman
Founding Partner and CEO
Human Branding

12:30 PM

Lunch

Concert Hall

Luncheon roundtables

Concert Hall

John Torella, JC Williams Group – The issues, opportunities and actions needed to deal with the great disruptors.

Wes Brown, Loblaw – How loyalty points are changing the value equation within grocery retail.

Jennifer Lomax, Harbinger – The household of the future: How shifting demographics and values will shape shopper behaviour.

Diana Lucaci, True Impact – It's all in their mind: How do digital, in-store and mobile impact the mind of a shopper and appeal of a brand?

Robin Sherk and Deborah Bobier, Kantar – Online grocery disruption: Displacing shopper interception points and what to expect next.

Waseem Shaikh, McCann: Naughty or niche – How well do Canadian retailers invest in minority consumers?

Susan McGibbon and John Archer, Three Sixty Collective – Bricks and mortar shopper engagement: How to inform, interact and inspire today’s shoppers.

*Please note that advance sign-up at the registration desk is required.


Featuring:


John Archer
Chief Development Officer
Three Sixty Collective

Deborah Bobier
Senior Research Director
Kantar TNS

Wes Brown
VP, Brand Marketing Retail
Loblaws

Jennifer Lomax
VP, Strategic Planning
Harbinger

Diana Lucaci
Founder and CEO
True Impact Marketing

Susan McGibbon
Chief Experience Officer
Three Sixty Collective

Waseem Shaikh
Copywriter/Creative Lead (Multicultural)
McCann Canada

Robin Sherk
Director
Kantar Retail

John Torella
Sr. Partner
JC Williams Group

Understanding shopping behaviour in Canada's largest Marketplace

Sponsored by

Salon B

No two consumers are alike. Their motivations differ and their purchasing patterns may vary, but at the end of the day, there are key similarities that allow marketers to dig deeper to reach even the most elusive consumer. Join Paul Nowosad, Kijiji’s Head of Business to Consumer Solutions, Commercial Business and Jon Vassallo, Head of Direct Sales, as they share insights on the motivations and purchase behaviours of consumers from Canada’s largest online marketplace and discuss strategies for influencing digital shoppers in their path to purchase. 

Advanced Sign Up is Required:  LunchRSVPKijiji@brunico.com

1:30 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

Insights into Action: The household of the future

Confederation 5

Roles and responsibilities within the Canadian household are evolving – and along with them, the implications for shopper behaviour change. In this session, Harbinger’s Jennifer Lomax will argue why brands – especially for marketers of household, grocery and children’s products – must take into account shifts in gender roles. Specifically, she will share the results of two recent gender roles studies that conclude marketers are falling behind in their portrayal of the modern North American home and that consumers are ready for a new marketing approach. Learn about the differences among Boomer, Gen X and millennial households and the realities marketers must embrace as they prepare for the future.


Featuring:


Jennifer Lomax
VP, Strategic Planning
Harbinger

2:00 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 McCann's Waseem Shaikh 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
Copywriter/Creative Lead (Multicultural)
McCann Canada

30 Minutes with a Retailer: Loblaws

Salon B

Wes Brown on what’s coming up for Loblaws in the year ahead.

*Advance sign up is now closed. Please check with our registration team on site for availability.

This session is not open to competing retailers.


Featuring:


Wes Brown
VP, Brand Marketing Retail
Loblaws

2:30 PM

Networking Break

2:45 PM

Building the shopper department

Concert Hall

Shopper marketing is undergoing major change. As brands evolve and adapt their programs, how are their departments keeping up? This session will dive into how leading Canadian brands are structuring their internal processes, developing partnerships and adapting skill sets to keep pace with fast-changing consumer and shopper behaviour.

Moderating:


Jason Dubroy
VP Managing Director
TracyLocke Canada


Featuring:


Jean Francois Couture
Vice President Marketing
Agropur

Erin Desjardins
Director Shopper Marketing & Shared Services
Maple Leaf Foods

3:30 PM

Keynote: Walmart Canada’s omnichannel journey

Concert Hall

Walmart Canada is aggressively pursuing its digital transformation to deliver on its fundamental "Everyday Low Price" model and to acknowledge the increasing roles that convenience and experience have on the value equation. In this session, Daryl Porter will share how the retailer is building an omnichannel business that leverages physical stores, technology, analytics and – most importantly – people. He will also touch on learnings from international cousins and will explore the changing media ecosystem and how CPG brands and shopper marketing professionals can best arm themselves for the future.


Featuring:


Daryl Porter
VP, Omni-Channel and Online Grocery
Walmart Canada

4:15 PM

Co-chairs' closing remarks

Concert Hall


Featuring:


Richard Behrman
Sr. Manager Shopper Marketing
Campbell Soup Company

Vanessa Sankar
Sr. Omni Channel Manager
ConAgra Foods Canada

Thursday, May 4

8:30 AM

Registration & Continental Breakfast

9:30 AM

Co-chairs' opening remarks

Concert Hall


Featuring:


Richard Behrman
Sr. Manager Shopper Marketing
Campbell Soup Company

Vanessa Sankar
Sr. Omni Channel Manager
ConAgra Foods Canada

9:45 AM

Keynote: Success in today’s cheaper/faster economy

Concert Hall

Consumers, customers and brands alike are all demanding “cheaper/faster”  with the hopes of better. We all know that 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 the past year to explore today’s pricing realities and what it takes to drive brand relevance. He will also share the essential steps to engage and activate the shopper to win in the immediate, mid- and long term.


Featuring:


Don Mayo
Global Managing Partner
IMI International

10:30 AM

Setting KPIs for your loyalty program

Concert Hall

Typically companies view loyalty programs as a cumbersome cost centre. But a loyalty program rooted in strategy that has the organization and the customer as the focal point can convert itself not only into a lucrative revenue stream, but also a meaningful program that customers can stand as advocates for. Through lens of the company – including the CFO – and the customer, Jeff Berry will explore the nuances of setting up a successful loyalty program against robust KPIs and the questions brands should be asking.


Featuring:


Jeff Berry
Sr. Director
Global Solutions

30 Minutes with a Retailer: Walmart Canada/ Walmart Media Group

Salon B

Discuss the “audience first” approach and benefits of partnering with Walmart Media Group as a key driver to engaging customers.

*Advance sign up is now closed. Please check with our registration team on site for availability.

This session is not open to competing retailers.


Featuring:


Daryl Porter
VP, Omni-Channel and Online Grocery
Walmart Canada

Karie Tepper
Director, Strategic Business Lead & Client Success
Walmart Media Group

11:00 AM

Networking Break

11:15 AM

Trend to shelf: Building an innovation strategy

Concert Hall

It’s getting increasingly difficult to break through the clutter and have your brand stand out, but it’s a challenge that can be – and has been – met with clever innovation strategies. From new flavours to pack design, this discussion will tap into how top brands have collected new insights and leveraged them to bring new products to market – gaining space at shelf and in consumer baskets.

Moderating:


Harmeet Singh
Editor
strategydaily


Featuring:


Vijiti Dixit
Senior Marketing Manager, Snacks and Grocery
Hershey's

Andrew Oosterhuis
Director of Marketing Core & Domestic Brands ABI
Labatt Breweries of Canada

Simon Small
VP, Marketing
Ultima Foods Inc

12:00 PM

Insights into Action: The evolution of the conscious consumer

Confederation 5

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 and CEO
Public Inc

The e-commerce boom: It’s not too late to be early

Concert Hall

Analysts project that the majority of total retail growth in Canada through 2020 will come from e-commerce. As consumers rapidly change how they discover, evaluate and purchase products, the traditional ways that marketers engage with their customers offline may not organically lead to success online. In fact, e-commerce has proven to be a disruptive environment where challenger brands can establish category leadership relatively quickly. This session will examine how the quickly evolving retail landscape in Canada impacts consumer preferences and shopping behaviors, while also outlining some approaches that can help marketers win and drive growth via e-commerce.  


Featuring:


Tamir Bar-Haim
Country Manager, Advertising
Amazon

12:30 PM

Lunch

Concert Hall

Luncheon roundtables

Concert Hall

Daryl Porter, Walmart – Bringing digital to life in-store: How do we engage in-store customers in a meaningful way while staying true to the brand?

Phillip Haid, Public – Brands are the new social actors: How purpose can help differentiate your business in turbulent political times.

Tamir Bar-Haim and Kendra Hum, Amazon – Driving customer loyalty via e-commerce.

Don Mayo, IMI International – Less is more: How to optimize efficiency and effectiveness in driving incremental sales using live engagement and virtual media.

Daria Dolnycky, Deloitte – Leveraging analytics in category management.  

Phil White, Geometry Global – Is the increasing reliance on data and information technology vs. humanity and intuition making us better or worse strategists?

Jeff Berry,Global Soltuions, Colloquy – Optimizing loyalty program performance. Focusing on your efforts on key KPIs.

*Please note that advance sign-up at the registration desk is required.


Featuring:


Tamir Bar-Haim
Country Manager, Advertising
Amazon

Jeff Berry
Sr. Director
Global Solutions

Daria Dolnycky
Sr. Manager, Category Management and Merchandising
Deloitte

Phillip Haid
Co-Founder and CEO
Public Inc

Kendra Hum
Account Executive
Amazon

Don Mayo
Global Managing Partner
IMI International

Daryl Porter
VP, Omni-Channel and Online Grocery
Walmart Canada

1:30 PM

The media trifecta

Concert Hall

It's more critical than ever to be where the shopper is and today, that means getting online and getting social. During this lively exchange, experts from YouTube, Twitter and BuzzFeed will offer insights into how brands and retailers can best use their platforms to stand out and deliver results.

Moderating:


Cathy Collier
CEO
OMD Canada


Featuring:


John Fanous
Enterprise Client Development
Google

Andrea MacDonald
Sales Manager
Twitter Canada

Lindsay Stewart
VP Sales
BuzzFeed

2:15 PM

Winning with omnichannel: Leveraging advanced analytics and artificial intelligence (AI) to compete in today’s retail landscape

Concert Hall

Over the next few years, the Canadian retail market is expected to remain hypercompetitive. With the onslaught of Alibaba, the exponential growth of Amazon and other pure online retailers, the market was forced to “go global” overnight. Additionally, the polarization of the market has become even more pronounced with the dominance of the discount store and the growth in the luxury segment. To survive, brands either compete on price or compete on a differentiated omnichannel customer experience. 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, testing retailers in 14 categories including general merchandise to home improvements. In this session, Jennifer Lee will reveal the key findings of the study and discuss the best practices on implementing on omnichannel strategy.


Featuring:


Jennifer Lee
Partner
Deloitte & Touche LLP

Global "energies" shaping the Canadian shopper

Salon B

What trends are driving new opportunities for shopper connection in Canada? Join Kantar’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
Consultant
Kantar Futures

2:45 PM

Networking Break

3:00 PM

The human advantage in shopper marketing

Concert Hall

Tech and data are now commonplace for developing actionable insights and executing measurable shopper marketing programs. But the simple fact is, shoppers are people, not machines. In this inspiring session, Geometry Global’s Phil White will outline the key principles for next generation shopper marketers to tap into culture and maintain “the human advantage” in their strategies, illustrated with Effie Award-winning cases.



Featuring:


Phil White
Head of Strategy
Geometry Global

30 Minutes with a Retailer: Amazon

Salon B

A look at Amazon’s approach to innovation.

*Advance sign up is now closed. Please check with our registration team on site for availability.

This session is not open to the press. Competing retailers are welcome.


Featuring:


Tamir Bar-Haim
Country Manager, Advertising
Amazon

Kendra Hum
Account Executive
Amazon

3:30 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
Nielsen

4:15 PM

Co-chairs' closing remarks

Concert Hall


Featuring:


Richard Behrman
Sr. Manager Shopper Marketing
Campbell Soup Company

Vanessa Sankar
Sr. Omni Channel Manager
ConAgra Foods Canada

4:30 PM

Pre show cocktails

Foyer/Salon B

5:00 PM

Shopper Innovation Awards

Concert Hall


Featuring:


Wes Brown, Host
VP, Brand Marketing Retail
Loblaws

Shirley Mukerjea, Host
Director of Marketing
PepsiCo Foods Canada

6:00 PM

Post-Award Cocktails