Speaking

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

Jennifer Salter, Chair
Director, Shopper Marketing
Kraft Foods 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.

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

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.

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

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

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

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

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

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

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

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