Speaking

Wes Brown, Chair
Vice President, Brand Marketing
Loblaw Companies Limited

Jennifer Salter, Chair
Director, Shopper Marketing
Kraft Foods Group

A decade of swift and stunning change has profoundly affected the psychology of shoppers and consequently, how, when and why they shop and buy.

Back by popular demand, consumer psychologist, Kit Yarrow, from Golden Gate University in San Francisco, will take attendees on a tip-filled guided tour of the radically revised minds and hearts of today’s shoppers. Revealing, for the first time, new data and examples from her upcoming book, Decoding the new consumer mind: How and why we shop and buy, to be published in March 2014, Yarrow will describe how three dynamic, socio-cultural shifts have transformed shoppers and will outline four essential strategic shifts that businesses need to make to connect with a new shopper mentality.

Yarrow, who has won awards for her research in consumer psychology, is the author of Gen BuY, published in 2009, and a regular contributor to The Wall Street Journal, The New York Times, Good Morning America, and a variety of other media.

Speaking

Kit Yarrow, Ph.D.
Chair, Department of Psychology
Golden Gate University

We invited our advisory board members to comb the globe for the most impressive shopper marketing campaigns, to be showcased between speakers. Sit back and be inspired by some of the most creative ideas from around the world.

When retailers and manufacturers align their shopper strategies and customize programs based on shared objectives, both parties win. That was certainly the case with the Huggies baby room by design microsite, a unique collaboration that helped Walmart with its goal of building loyalty with first-time moms. Denise Darroch, Kimberly Clark's field shopper marketing manager, and John McCullagh, from agency partner Geometry Global, will dissect the campaign from its conception through execution, and share how it drove loyalty and sales for two powerhouse brands.

Speaking

John McCullagh
Account Supervisor
Geometry Global

Denise Darroch
Brand Manager, U by Kotex®
Kimberly Clark Canada Inc

By 2017, millennials will possess more spending power than any other generation, but where and how will they shop their favourite brands and stores? In this frank conversation, Jesse Jones will sit down with a panel of diverse millennials to answer your questions, uncovering how this group is engaging differently with brands and why shopping will never be the same again.

 Discussion themes will include:

- Millennial consumption preferences

- Convenience and experience

- Product vs. price

- Emergence of technology and new media

- Expanding the retail space

Tweet your questions in advance to #WhatMillennialsWant or ask them live at the end of the session. 

Jones is president and chief innovation officer at Toronto-based TEN81 Lifestyle Inc, where he helps brands manage their public image and create an authentic connection with their target audience through lifestyle-based marketing strategies.

Speaking

Jesse Jones
President & Chief Innovation Officer
TEN81 Lifestyle Inc

Still wondering what retailers really want? The Forum's exclusive track of retailer briefings is back - with some new faces and fresh ideas. In these intimate, interactive sessions, we invite manufacturers and agencies to join some of Canada's leading retailers to share ideas for successful collaboration. You will be invited to join an open discussion with each retailer. Don't miss this rare opportunity to have your questions answered and learn how your brand can benefit from strategic partnerships with these category leaders.

Joining us for the first time this year, Kelly and Zedic will delve into the latest developments in Rexall's ongoing brand makeover and will explain how your brand can get involved in partner programs.

To reserve a spot, you may sign up in advance by email: Smfcustomercare+Rexall@brunico.com

Please also check availability onsite where you may join additional 30 Minutes With... sessions, on a first-come, first-served basis at the door.

Unfortunately, retailers will not be permitted to attend these sessions.

Speaking

Mary Kelly
EVP, Chief Merchandising Officer
Rexall Pharma Plus

Jennifer Zedic
Senior Director Marketing & Advertising
Rexall Pharma Plus

We invited our advisory board members to comb the globe for the most impressive shopper marketing campaigns, to be showcased between speakers. Sit back and be inspired by some of the most creative ideas from around the world.

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.

Roundtable Topics:

Dan Howe: Innovation at retail

Diana Lucaci: Neuroscience in action: unveiling the shopper's mind

Matthew Diamond: Communication in-store: rules to live and die by

Jed Schneiderman: Mobile and its Impact on In-store Shopping Experience

Kelly McCarten: The power of in-retail experiential marketing

Speaking

Dan Howe, Host
Chief Marketing Officer
Overwaitea Food Group

Diana Lucaci, Host
Founder, CEO
True Impact Marketing

Kelly McCarten, Host
SVP
LAUNCH!

Matthew Diamond, Host
EVP
Hunter Straker

Jed Schneiderman, Host
Head of Advertising Sales
Tapped Mobile

At a time when shoppers are bombarded with messages from a myriad of media, breaking through is more challenging than ever. Michelle Adams will share data from the recently completed POPAI shopper engagement study to explain the in-store decision-making process and to analyze the differences between male and female brains. What do shoppers respond to in-store? What are personal drivers of choice? How much does our emotional, irrational behaviour explain a large majority of how we shop? Discover, through examples, how your brand can break through the clutter to connect with today's emotion-driven shopper.

Adams is the founder and president of Plano, Texas-based Marketing Brainology, where she examines the latest findings from virtual shopping, behavioral science and neuroscience, and translates them to corporations. She previously worked as PepsiCo's VP, customer strategy and shopper insights. 

Speaking

Michelle Adams
President
Marketing Brainology

There are a lot of curveballs coming into play across Canada’s retail landscape. Nielsen's VP consumer insights, Carman Allison, will share new data on the biggest trends influencing consumers and impacting retailers and brands. On the agenda:

• How the growth of the aging population will define Canadian retail.
• Dollar stores impact on retailers and the threat to CPG brands.
• Canadian retailers fight against the US invasion.
• How e-commerce, cross-border and ethnic grocery shopping are leading retail growth in Canada.
• New ways to fuel real and sustainable growth, beyond traditional retail.

Speaking

Carm Allison
Vp Thought Leadership
Nielsen

Still wondering what retailers really want? The Forum's exclusive track of retailer briefings is back - with some new faces and fresh ideas. In these intimate, interactive sessions, we invite manufacturers and agencies to join some of Canada's leading retailers to share ideas for successful collaboration. You will be invited to join an open discussion with each retailer. Don't miss this rare opportunity to have your questions answered and learn how your brand can benefit from strategic partnerships with these category leaders.

Back by popular demand, Brown will share his vision for successful collaboration with manufacturers before inviting Q&A from the audience. Discover the strategy behind how Loblaw goes to market with Canada's largest seasonal events while focusing on its most strategic customer groups, and how your brand can have a starring role in both. 

To reserve a spot, you may sign up in advance by email: Smfcustomercare+Loblaw@brunico.com

Please also check availability onsite where you may join additional 30 Minutes With... sessions, on a first-come, first-served basis at the door.

Unfortunately, retailers will not be permitted to attend these sessions.

Speaking

Wes Brown
Vice President, Brand Marketing
Loblaw Companies Limited

As retailers look to harness new digital capabilities in-store, numerous new tech solutions are emerging. Some of the coolest new tech being used to support today's digital path to purchase will be demonstrated by Kris Matheson, shopper marketing director at Toronto-based digital marketing agency, Olson. Find out how retailers and marketers are making use of Google Glass, Apple's iBeacons, and connected car technology.

Speaking

Kris Matheson
Founder and President
Olson Canada

Competing with national retail giants is challenging for local retailers with smaller marketing budgets, so innovation is critical. Two of Western Canada's key retailers are tackling that ongoing battle with new initiatives: Overwaitea Food Group's Dan Howe will highlight innovative in-store programs at the group's new Calgary stores; while Lisa Gorchinski will focus on partnership programs that have driven success for Calgary Co-op.

 And bringing a brand POV to the table, Campbell’s senior shopper marketing manager Mike Dickoff will lead discussion on the overall challenges and opportunities for brands and retailers in western provinces.

Speaking

Lisa Gorchinski
Director Brand Strategy
Calgary CoOperative Association Ltd

Mike Dickoff
Associate Director of Sobeys & Ecommerce
Campbell Company of Canada

Dan Howe
Chief Marketing Officer
Overwaitea Food Group

Over 250,000 immigrants and even more temporary foreign workers arrive in Canada each year, playing a significant role in consumer spending growth. In parts of Toronto and Vancouver, well over half the shoppers were born and raised outside of Canada, so a cross-cultural shopper marketing strategy is more important than ever. 

Robin Brown will discuss the challenges and opportunities in reaching shoppers from diverse cultures and ethnicities, sharing examples from successful shopper marketing programs. Learn how to apply key best practices to create a cross-culturally relevant shopper marketing plan, and avoid being lost in translation.

Brown leads the consumer insights and cultural markets groups at Toronto-based Environics Consumer Insights, where he specialises in conducting research into the needs of Canada's visible minority groups - especially South Asian and Chinese Canadians. He is the author of the upcoming book, Migration nation: a practical guide to doing business in globalized Canada, tobe published in spring, 2014.

Speaking

Robin Brown
VP, Insights & Advisory
Environics Research Group

The battle between manufacturers and retailers for share of profits is played out in the arenas of shelfspace and mindspace. Retailers are competing aggressively for shopper mindspace, aided by their much greater size, brand-building and robust private label strategies, while manufacturers continue to fight for shelfspace.   

Understanding the contrasting financial and business strategies of retailers versus manufacturers is at the root of building better, more productive relationships. John Bradley will explain why manufacturers must seek to increase the cost of switching brands through their brand-building activities, and why retailers must strive to achieve the opposite, in particular through private label strategies which position the retailer against competitors and against manufacturer brands. Illustrating with examples from around the world, Bradley will discuss the impact on manufacturers of the resurgence of private label as a retail strategy and how its impact can be mitigated.

Bradley worked in brand marketing with Cadbury for 25 years and is now a consultant and author. His published works include Cadbury's purple reign (May 2008) and Store wars: the worldwide battle for mindspace and shelfspace, online and in-store, (co-authored with Greg Thain and published in July 2012.)

Speaking

John Bradley
Managing Partner
Yknot Strategic Solutions

Speaking

Wes Brown
Vice President, Brand Marketing
Loblaw Companies Limited

Jennifer Salter, Chair
Director, Shopper Marketing
Kraft Foods Group

Retail has entered the era of Big Data as growth-focused brands recognize that data is the key to survival in the crowded retail-scape. Meanwhile mobile tech continues to be a game-changer in the world of shopping.

Aimia's, Cincinnati-based VP knowledge development, Rick Ferguson, will share new research on the behaviour of mobile-assisted Canadian shoppers and will explore how Big Data is set to transform the world of retail and customer loyalty management. He will examine how retailers and manufacturers can work together to build more profitable relationships with best customers and use data more effectively.

Ferguson has responsibility for the development of loyalty marketing thought leadership, research and best practices for a global audience of loyalty marketers.

Speaking

Rick Ferguson
VP, Knowledge Development
Aimia

We invited our advisory board members to comb the globe for the most impressive shopper marketing campaigns, to be showcased between speakers. Sit back and be inspired by some of the most creative ideas from around the world.

A lot rides on POS, so check how it will work before it goes out the door. In this session, you will learn how Mondelez Canada has made use of a new technology by TNS to test shopper marketing materials, planograms, packaging and innovation, prior to launch. TNS Canada's Mike Moussallem, will demonstrate a new 3D online virtual reality environment that can provide insights into how a particular stimulus is likely to perform in-market, while Robert McEvoy will describe how Mondelez has benefitted from this new technology. Moussallem leads the retail and shopper insight practice for TNS in Canada. At Mondelez, McEvoy is the shopper insights manager for Total Biscuit.

Speaking

Robert McEvoy
Shopper Insight Manager
Mondelez Canada Inc.

Mike Moussallem
Partner
TNS Canada

Still wondering what retailers really want? The Forum's exclusive track of retailer briefings is back - with some new faces and fresh ideas. In these intimate, interactive sessions, we invite manufacturers and agencies to join some of Canada's leading retailers to share ideas for successful collaboration. You will be invited to join an open discussion with each retailer. Don't miss this rare opportunity to have your questions answered and learn how your brand can benefit from strategic partnerships with these category leaders.

Discover how your brand can work with Metro as Modrcin shares her vision for building strategic partnerships with manufacturers, while Plevano will reveal exciting initiatives involving the retailer's new digital ecosystem that he helped to build, including a revamped website and mobile application.

To reserve a spot, you may sign up in advance by email: Smfcustomercare+Metro@brunico.com

Please also check availability onsite where you may join additional 30 Minutes With... sessions, on a first-come, first-served basis at the door.

Unfortunately, retailers will not be permitted to attend these sessions.

Speaking

Nancy Modrcin
Partner, Global Strategy Lead
Metro Ontario Inc.

Gino Plevano
Vice-President Marketing
Metro Inc

Speaking

Nicole Bleiwas
VP Marketing Strategy & Insights
Canada Bread Company Limited

Melissa Martin McGraw
Shopper Marketing Consultant
Melissa Martin

Sebastien Faure
CEO
Bleublancrouge

Stephane Drouin
Vice President
SVM

Achieving competitive differentiation is critical in the crowded retail world, so Longo's is engaging customers through a new mobile solution that's successfully driving them to spend more, and to visit more frequently.

Created by Toronto-based digital shopper marketing company, Unata, the mobile loyalty platform tracks shopper spending habits to deliver personalised offers, tapping phones as both a digital loyalty card and shopping list builder.

Unata's CEO Chris Bryson will be joined by Ken Kuschei, director of CRM & analytics at Longo's, to share fresh data that shows how the new program is lifting sales, and to explain how it’s being harnessed to enhance the in-store experience while driving ROI.

Speaking

Chris Bryson
Founder & CEO
Unata

Ken Kuschei
Director, Consumer Insight
Longo's

We invited our advisory board members to comb the globe for the most impressive shopper marketing campaigns, to be showcased between speakers. Sit back and be inspired by some of the most creative ideas from around the world.

New technology platforms are changing the way Canadians pay online, opening up new opportunities for retailers. MasterCard's VP e-commerce, Jason Davies, will demo the new digital wallet service, MasterPass, and explain how retailers are using this technology to enhance the digital shopping experience and drive sales.

Speaking

Jason Davies
Vice President, eCommerce
MasterCard Worldwide

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.

Roundtable Topics:

David Sharpe and Martin Rydlo: Is shopper marketing for every company?: Best practices for the future.

Mark Campbell: Shopping in the digital age: winning with branded content

Michael Harris: Insights Fuel Innovation

Kevin Lund: The joy of shopping: Bricks & mortar fights back

Stacey Tozer: The Power of Shopper Navigational Wayfinding

Speaking

Michael Harris, Host
Managing Partner
Match Shoplab

Martin Rydlo, Host
Partner
Influence Marketing

Mark Campbell, Host
CEO
VMG Cinematic

Stacey Tozer, Host
Marketing Director
Mappedin

David Sharpe, Host
Partner
6Degrees Integrated Communications

Kevin Lund, Host
Chief Brand Officer
Perennial Design

Successful shopper marketing evolves out of close collaboration between retailers and manufacturers. Made in Quebec is a great example of how to make it work for both parties.

By deconstructing some of their biggest shopper marketing programs, Jennifer Salter and Wes Brown explain how Kraft and Loblaw joined forces to build a powerful, strategic CPG/retailer partnership for the long-term, driving ROI and boosting loyalty for both brands, including the highly successful Made in Quebec.

Speaking

Wes Brown
Vice President, Brand Marketing
Loblaw Companies Limited

Jennifer Salter
Director, Shopper Marketing
Kraft Foods Group

Still wondering what retailers really want? The Forum's exclusive track of retailer briefings is back - with some new faces and fresh ideas. In these intimate, interactive sessions, we invite manufacturers and agencies to join some of Canada's leading retailers to share ideas for successful collaboration. You will be invited to join an open discussion with each retailer. Don't miss this rare opportunity to have your questions answered and learn how your brand can benefit from strategic partnerships with these category leaders.

Bringing western Canada into the spotlight for the first time at the Forum, Howe will discuss some of the shopper marketing initiatives that are driving success across Overwaitea's five banners, including the More Rewards loyalty business, and he will share his strategy for building a win-win partnership with vendor sales and marketing organisations.

To reserve a spot, you may sign up in advance by email: Smfcustomercare+Overwaitea@brunico.com

Please also check availability onsite where you may join additional 30 Minutes With... sessions, on a first-come, first-served basis at the door.

Unfortunately, retailers will not be permitted to attend these sessions.

Speaking

Dan Howe
Chief Marketing Officer
Overwaitea Food Group

We invited our advisory board members to comb the globe for the most impressive shopper marketing campaigns, to be showcased between speakers. Sit back and be inspired by some of the most creative ideas from around the world.

The retail revolution is well underway and consumers are leading the charge. This session examines how Canadian shoppers make electronic purchase decisions, how their needs and expectations are evolving and what influencers are most impactful on their path to purchase. Revealing data from Microsoft Advertising's latest shopping report, consumer insights lead, Alyson Gausby, will examine how brands can identify new opportunities to engage with shoppers on-screen and in-store. 

Speaking

Alyson Gausby
Head of Research
Microsoft Advertising

As part of an ongoing effort to revamp its digital practices, Canadian Tire launched its own interactive online catalogue last year.

Developed with Tribal Worldwide - Toronto, The Canadian Way offers instructional videos, editorial-style customer reviews, and a customizable showcase of products. Canadian Tire's AVP Digital, Rosie Riolino-Serpa is joined by Tribal's Kaezad Nallaseth, to explain how and why the catalogue was created and what its first year has meant for the retailer. Find out what's next for Canadian Tire as it continues to expand its digital landscape.

Speaking

Kaezad Nallaseth
Vice President, Business Unit Director
Tribal Worldwide- Toronto

Rosie Riolino-Serpa
AVP, Digital Marketing, Merchandising & Gift Card
Canadian Tire Corporation Limited