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

Agenda

Wednesday, May 3

8:30 AM

Registration & Continential Breakfast

9:30 AM

Co-chair's Opening Remarks


Featuring:


Richard Behrman
Sr Shopper Marketing Manager
Campbell Company of Canada

Vanessa Sankar
Sr. Shopper Marketing 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 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

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, 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

30 Minutes with a Retailer

Salon B

TBD

11:15 AM

Insights into Action: The household of the future

Salon B

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 Communications

TBD

Concert Hall

TBD

11:45 AM

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 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

The Economy of Sharing is changing how shoppers are interacting with brands

Salon B

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 and marketing guru Johanna Faigelman will share how this impacts the shopper market today.


Featuring:


Johanna Faigelman
founding partner and CEO
Human Branding

12:15 PM

TBD session

Concert Hall

TBD

12:45 PM

Lunch

Luncheon Roundtables

Wes Brown, Loblaw’s:  How points are changing the value equation within grocery retail.

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

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

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


Featuring:


Wes Brown
Vice President Brand Marketing Retail
Loblaw Companies Limited

Jennifer Lomax
VP, Strategic Planning
Harbinger Communications

Diana Lucaci
Founder, CEO
True Impact Marketing

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
Copywriter/Creative Lead (Multicultural)
McCann Canada

30 Minutes with a Retailer: Loblaw

Salon B

TBD

2:45 PM

Networking Break

3:00 PM

TBD

Concert Hall

TBD

3:45 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, Walmart Canada's 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 innovating to solve the ecommerce challenges facing retailers across our unique Canadian landscape 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
Vice President, Omni-Channel and Online Grocery
WALMART CANADA

4:30 PM

Co-chair's Closing Remarks


Featuring:


Richard Behrman
Sr Shopper Marketing Manager
Campbell Company of Canada

Vanessa Sankar
Sr. Shopper Marketing Manager
ConAgra Foods Canada

Thursday, May 4

8:30 AM

Registration & Continential Breakfast

9:30 AM

Co-chair's Opening Remarks:


Featuring:


Richard Behrman
Sr Shopper Marketing Manager
Campbell Company of Canada

Vanessa Sankar
Sr. Shopper Marketing Manager
ConAgra Foods Canada

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 at Global
IMI International

10:30 AM

TBD

Concert Hall

TBD

30 Minutes with a Retailer

Salon B

Discuss the “Audience First” approach & benefits of partnering with Walmart Media Group  as a key driver to engaging customers.


Featuring:


Daryl Porter
Vice President, 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

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
consultant
Kantar Futures

TBD

Concert Hall

TBD

11:45 AM

Insights into Action: The evolution of the conscious consumer

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

How CPG can stand out online

Concert Hall

TBD

12:15 PM

TBD

Concert Hall

12:45 PM

Lunch

Luncheon Roundtables

Phillip Haid, Public: Brands are the New Social Actors - How purpose can help differentiate your business in turbulent political times.

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?

Tamir Bar-Haim and Kendra Hum, Amazon: Driving Customer Loyalty via Ecommerce.


Featuring:


Tamir Bar-Haim
country manager, Advertising
Amazon Canada

Phillip Haid
co-founder & CEO
Public Inc

Kendra Hum
Account Executive
Amazon Canada

Daryl Porter
Vice President, Omni-Channel and Online Grocery
WALMART CANADA

1:45 PM

TBD

Concert Hall

TBD

2:15 PM

The ecommerce 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 ecommerce. 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, ecommerce 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 ecommerce.  


Featuring:


Tamir Bar-Haim
country manager, Advertising
Amazon Canada

2:45 PM

Networking Break

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
Deloitte & Touche LLP

30 Minutes with a Retailer

Salon B

TBD

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
The Nielsen Company

4:15 PM

Co-chair's Closing Remarks


Featuring:


Richard Behrman
Sr Shopper Marketing Manager
Campbell Company of Canada

Vanessa Sankar
Sr. Shopper Marketing Manager
ConAgra Foods Canada

5:00 PM

Shopper Innovation Awards