Brand activism: How to navigate the current political and cultural landscape to engage (not turn off) consumers
Keeping your brand out of divisive societal conversations today is neither possible nor a good idea, given the vast majority of consumers (84%) believe that business has a responsibility to bring social change on important issues. But navigating the highly charged social terrain, be it on gun control, climate change, the #metoo movement, or social and economic exclusion, to name a few, is fraught with challenges and unintended consequences.
So how should a brand capitalize on the positive opportunities, while avoiding the pitfalls of misalignment with consumer beliefs? Phillip Haid of Public Inc. will explain what that means and share key lessons based on the successes and failures of leading global brands.
Regaining parent's trust in store (and beyond)
Consumer loyalty is on the decline, and more than ever, parents are turning to companies they trust when filling their shopping cart. Combined with a changing path-to-purchase, the power of reviews and influencers is on the rise. How do brands make a good enough impression to win on the trust front?
Parent Trusted Parent Approved’s Sharon Vinderine will present new research on what motivates mom and dad, the importance they place on peer to peer, how that’s influencing the growth of private label lines and what traditional brands can do about it all.
Optimizing packaging for an online/offline world
With a decline in mass advertising and a fragmentation of media budgets, packaging is taking an increasingly important role in both the retail and ecom world. But people look at products differently depending on their environment – so how can brands optimize their design process to win in both?
Mike Moussallem will walk through the latest packaging research and trends to help audiences better understand how to optimally design products for both worlds.
Testing in a virtual world
Virtual reality isn’t just a cool gimmick or toy – it’s increasingly being used as a valuable research tool to help companies better understand how people shop. VR with eye tracking takes it to the next level.
Explorer Group’s Anne Stephenson breaks down how brands can build VR into their product development pipeline, how it can allow for rapid prototyping and how companies can embrace tech to improve on innovation.
Cracking the Quebec code
Most Quebecers come from a French culture, live in an English society and have an American lifestyle. But who are they exactly? What do they want? What are their aspirations?
During the last 30 years, Leger Marketing has collected the secrets, fears and hopes of Quebecers and Canadians, in order to redefine what exactly constitutes the Quebec difference. Christian Bourque will unveil the seven character traits that make Quebecers unique and how shopper marketers can open the hearts, minds and wallets of Quebecers.
How Walmart is building out its omnichannel strategy
Omnichannel innovation is evolving at an incredible pace, challenging the boundaries of legacy processes and highlighting the pitfalls of acting (or not acting) based on historical trends.
Hear Daryl Porter, VP of omni-channel and online grocery at Walmart Canada, talk tackling these challenges, exploring how the retailer is investing in a future that is unclear and building experiences for a customer who wants to save time and money.
Keynote: What does AI mean for retail?
Artificial intelligence is all the rage. But what does the ever-evolving, rapidly changing technology really mean for shopper marketers?
IBM’s Susan Salib (and resident Watson expert) will walk the audience through what AI means for retailers right this instant, and how marketers can use it today to get ahead of tomorrow’s disruption.
Canada’s biggest annual forum for shopper marketers returns!
Learn how brands and retailers are navigating the new shopper landscape.
From innovative case studies to keynotes with Canada’s retail experts, hear the latest research, trends and ideas in shopper marketing and consumer behaviour.
Whether you're on the manufacturer, retail, agency or partner side, SMF packs in everything – and everyone – you need to know to up your shopper game!
+ Don’t miss a showcase of the most groundbreaking shopper marketing programs in Canada at the 2018 Shopper Innovation Awards!