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Monday, April 29
| 8:30 AM |
Registration & Breakfast |
| 9:20 AM |
Co-chairs' welcomeCourt Featuring:
Richard Hill 
Gina Kiroff |
| 9:30 AM |
Keynote: From a place to buy to the place to beCourt Tony Chapman, TV and Radio Personality, and one of North America’s leading authorities on consumer behaviour, will be debuting his new content - From a Place to Buy to The Place to Be at the Shopper Marketing Forum.
Chapman contends that the 6 Pillars that a great retail brand was built upon - Proposition, Product, Place, Promotion, Price and People have been neutralized if not neutered by the Platform Economy. Brands like Amazon, Uber, Google, Netflix, AirBnB and LinkedIn have forged a direct path to the consumer. They hijack the consumer's mobile phone as a Trojan Horse to then offer hyper-personalized offers with precision. They put the world within arms’ reach of their desire and almost overnight they have created over $7.3 trillion dollars in market capitalization.
In his keynote, Chapman will break down the strengths and weaknesses of the platform economy and then draw upon best in the world case studies in retail, hospitality and tourism, to offer his thoughts on how anyone who relies on a physical space to attract traffic and basket, can counter these digital matchmakers by focusing on what matters most to the consumer – the need to be.
Featuring:
Tony Chapman |
| 10:15 AM |
The new story of loyalty: key findings from the Loyalty Report ‘19Court In the largest study of its kind, each year Bond delves into what's changing and what's working in the realm of customer loyalty and engagement. On the day of the Loyalty Report 2019 release, Bond’s managing director of global insights, Kyle West, shares a first glance into findings across topics that span understanding the loyal Gen Z customer, the changing rewards experience and the evolving opportunity behind the member journey. Featuring:
Kyle West |
| 10:45 AM |
Networking Break |
| 11:00 AM |
Growing Greenhouse: taking a wellness brand from niche to scaleCourt In five short years, Greenhouse has evolved from a single neighbourhood juice shop in Toronto to a leading Canadian plant-based wellness brand. Acting on an insight gleaned while living in Los Angeles – that health and pleasure need not be mutually exclusive – the Greenhouse team has built a brand that has flourished in the high-involvement wellness category. The leaders of Greenhouse's marketing team will share the insights they've picked up over five years as a direct-to-consumer wellness brand, and how they're translating the immersive experience they created for customers as a grassroots Toronto brand into new channels as they grow beyond their own stores and speak to shoppers across the country. And, of course, this session will be accompanied by organic, cold-pressed refreshments. Featuring:
Telly Carayannakis 
Emma Knight 30 minutes with a retailer: MetroLoft 1/2 An informal and interactive break-out: Find out what's working at Metro. Learn about new initiatives and gain insights into the retailer's goals with Metro's Director of Loyalty, Lyne Martinoli. And don't forget to ask questions! Featuring:
Lyne Martinoli 
Lisa Stott |
| 11:30 AM |
Walmart: The omnichannel path to conversionCourt Join Jennifer Stahlke, VP customer marketing, and Byron Ells, head of digital marketing as they discuss how Walmart is approaching the complete omnichannel journey. Hear how they're driving conversion across ecommerce and bricks & mortar, and how they’re extending that same learning and innovation to their vendor partners through Walmart Media Group. Featuring:
Byron Ells 
Jennifer Stahlke |
| 12:00 PM |
LunchCourt Real-time buying ecosystem 101 hosted by QuantcastLoft 1/2 An introductory course on the audience buying ecosystem including the history of advertising, industry challenges, market benefits, and what’s on the horizon. *Sign-up is at the registration desk on a first-come, first-served basis. Featuring:
Laura Main Lunch-and-learn roundtablesLoft 4/5 Join an industry expert for an intimate roundtable luncheon discussion. Don't miss this chance to network, share ideas and discuss the issues that matter to you. How to drive conversion across e-commerce & bricks-and-mortar. How to elevate the customer experience *Sign-up is at the registration desk on a first-come, first-served basis. Featuring:
Ariane De Warren
Byron Ells
Jennifer Stahlke |
| 1:00 PM |
Optimizing brand communications per retailerCourt In an age of curated product recommendations, social feeds and even potential partners, we all expect more - and more relevant - personalization in our lives. However, most integrated brand plans don’t factor in how the path to purchase differs from retailer to retailer. By leveraging retailers' digital touchpoints as awareness channels and delivering tighter integration between upper funnel efforts and retailer-specific programs, brands can optimize how they’re segmenting audiences based on shoppers' store-specific preferences. Personalization doesn’t always have to be as granular as serving shoppers products they researched yesterday; in-store activations can be optimized via customized messaging shoppers are served prior to entering the retail environment. Jesse Gilbert, VP, Integrated Planning at TracyLocke will show how shopper marketers are leveraging higher funnel brand communications across e-com platforms, in-store and online retailer assets, as well as brand channels, to better optimize for key retailers and their shoppers. Featuring:
Jesse Gilbert |
| 1:30 PM |
Campbell's: Evolving with the shopper landscapeCourt For CPGs, navigating disruption along the path to purchase has required some fundamental strategic reboots. Liliana Marando, Senior Shopper Marketing Manager at Campbell's, explains how they're shifting gears to meet the needs of the ever-evolving shopper. Learn how an iconic heritage brand is staying ahead of changing habits, tastes and trends to connect with today's consumers. Featuring:
Liliana Marando SAQ boosts customer experience with a personalized approachLoft 1/2 How does one elevate the customer experience? By always keeping the customer at the centre of your strategies. A deeper look into the decision processes of SAQ: from intuition to insights. Ariane de Warren, Brand & Marketing Manager at the SAQ will showcase how data influenced their marketing and in-store approach. Featuring:
Ariane De Warren |
| 2:00 PM |
Finding the sweet spot: balancing brick-and-mortar & digitalCourt Hear how one of Canada’s leading retailers is successfully transitioning its shopping experience to reflect a holistic approach, balanced between instore, online and hybrid options aimed at the rapidly changing consumer landscape. Susan O’Brien, Senior VP Marketing for Canadian Tire Corporation will outline how the iconic retailer has overhauled its e-commerce game while modernizing its still crucial instore experience, blurring the lines between brick-and-mortar and digital to provide shoppers with the range of options they seek in their increasingly busy lives. Featuring:
Susan O'Brien |
| 2:30 PM |
Networking Break |
| 2:50 PM |
How Metro uses data in their shopper marketing strategiesCourt Metro has established loyalty programs and a solid shopper-base in both Quebec and Ontario: but how do they use data to evolve their shopper marketing strategies? Lyne Martinoli, Director of Loyalty at Metro, explains the approach and how that culminates in winning visits and transactions in a competitive market. Featuring:
Lyne Martinoli 30 minutes with a retailer: Save-On-FoodsLoft 1/2 An informal and interactive break-out: Join Save-On-Foods' Director of Digital Merchandising, Jolene Olmstead to hear about one of the largest grocery store chains on the West coast, and learn more about the retailer's going-forward focus and strategies. Featuring:
Jolene Olmstead |
| 3:20 PM |
Brita's reimagined shopper journeyCourt From CSR to virtual reality, Clorox's VP of Marketing, Matt Kohler is reinvigorating the Brita brand. By emphasizing a strong brand purpose throughout the entire shopper journey, Brita creates a “triple bottom line” to benefit the consumer, the company AND the planet. This includes highlighting the importance of clean water access in countries like Kenya, where the quest for clean water is an arduous journey. Brita also highlights the growing problem of bottled water waste and ways we can keep plastic water bottles out of our waterways. Brita does this by engaging consumers through art installations, documentary film, experiential events, virtual reality, and in-store activity. This presentation highlights the importance of corporate social responsibility and the ways business leaders can make a difference in the world. Featuring:
Matt Kohler |
| 3:50 PM |
Cannabis: The new retail disruptorCourt Behind the scenes with Tokyo Smoke, a leading cannabis brand: join Hilary Smee, VP, Retail Infrastructure and Strategic Projects as she discusses navigating the intersection of brand and retail in the cannabis space, how Tokyo Smoke is leading the charge in this new eco-system and how they are establishing brand trust and loyalty in an emerging market, carving out new paths to purchase and creating in-store experiences. Featuring:
Hilary Smee |
| 4:20 PM |
Customer first: using data-driven insights to fuel the connected shopper experienceCourt Growing competition from traditional players and new market entrants. Machine learning and artificial intelligence. Rising business and labour costs. Retail has never been more challenging. And, today’s consumers expect retailers to deliver a relevant and tailored experience – in-store and across channels - or risk losing their loyalty and share of wallet. George Roith, dunnhumby’s Head of Retail for Canada, will discuss trends and insights from dunnhumby’s recent studies of retailers around the globe, and share the Customer First principles top retailers and brands are following to grow market share and sales – fuelled by data. Featuring:
George Roith |
| 4:50 PM |
Co-chairs' closing remarksCourt Featuring:
Richard Hill
Gina Kiroff |
| 5:00 PM |
Pre-show CocktailsStudio |
| 6:00 PM |
Shopper Innovation + Activation AwardsCourt |
| 7:00 PM |
Post-show cocktailsStudio |
Tuesday, April 30
| 8:30 AM |
Registration & Breakfast |
| 9:20 AM |
Co-chairs' welcomeCourt Featuring:
Richard Hill
Gina Kiroff |
| 9:30 AM |
Keynote: How to drive sales without relying on priceCourt Yes, disruption is rampant in the shopper space, yet the most pressing challenge is an age-old and universal dilemma: how to drive volume and share, without getting trapped in a downward price spiral, sacrificing your brand's premium status. Using Consumer Track intel from IMI's March 2019 Global and Canadian Consumer insights findings, and drawing on insight from their research into 1,000+ major brand case studies, Don Mayo will share what brands are doing right, to arm marketers with a more sustainable and effective shopper strategy that builds (rather than drains) brand equity along with sales. This fact-based session will focus on
Featuring:
Don Mayo |
| 10:15 AM |
WGSN explains future youth: The Gen Z EquationCourt Gen Z will become the single largest consumer group on the planet sooner than we think. Trend forecasters at WGSN examine how brands can create authentic, lifelong connections with a split generation that defies stereotypes and makes its own rules. Rather than speaking broadly to Gen Z, they have identified two micro-segments within the demographic that eat, shop and consume content differently. For those brands interested in speaking to this complicated cohort, it’s time to meet Gen We and Gen Me. Cassandra Napoli, Associate Editor at WGSN will unveil everything you need to understand about this next cohort of shoppers to better connect with them along the evolving path to purchase. Featuring:
Cassandra Napoli |
| 10:45 AM |
Networking Break |
| 11:00 AM |
Canadians’ evolving approach to wellness and healthful shoppingCourt What does ‘healthy eating’ mean to consumers? The answer to this question has both evolved and expanded over the past decade, impacting how shoppers behave and make brand decisions.
Canadians who once solely focused on evaluating nutrient intake together with the pursuit of fresh, less processed options, now also consider targeted benefits that proactively assist in overall wellness, as well as increasingly assessing product sustainability as a means to defining “better-for-you” choices.
This new approach to health and wellness has also resulted in:
Naumi Haque, VP of Research and Kathy Perrotta, VP at Ipsos share findings based on research about this new, conscious and ever-evolving shopper. Featuring:
Naumi Haque 
Kathy Perrotta |
| 11:30 AM |
The grocery store of 2030Court Operational considerations for how the next 20 years will and might unfold for retailers, brands and the shopper. Carl Boutet, Member of the McGill Bensadoun School of Retail Management, will cover what should be considering now to prepare for tomorrow, based on research and insights from the Coca-Cola Research Councils and Kantar Retail. Featuring:
Carl Boutet 
Kris Matheson 30 minutes with a retailer: Loblaw CompaniesLoft 1/2 An informal and interactive break-out: Join Loblaw Companies SVP Marketing Uwe Stueckmann to hear what's on the agenda next as Loblaw dips its toes into media, and learn more about the retailer's going-forward focus and strategies. Featuring:
Uwe Stueckmann |
| 12:00 PM |
LunchCourt Lunch-and-learn roundtablesLoft 4/5 Join an industry expert for an intimate roundtable luncheon discussion. Don't miss this chance to network, share ideas and discuss the issues that matter to you. How to innovate in shopper research How to reach the future consumer How to prepare for 2030 grocery How to launch a new product line *Sign-up is at the registration desk on a first-come, first-served basis. Featuring:
Carl Boutet 
Matthew Diamond
Naumi Haque
Kris Matheson
Cassandra Napoli |
| 1:00 PM |
Microsoft: AI and the retail journeyCourt Consumers expect personalized interactions and high-quality customer service when and wherever they shop – whether that’s at a small boutique or a global chain. Retailers need to take a fresh look at how they are using tech across every area of their business and the opportunities to leverage data for one common goal: to better understand the wants and needs of customers.
Canada is at the forefront of innovations in AI research and yet Canadian businesses are lagging behind in the adoption and deployment of AI.
But Canadian retailers have an opportunity to lead. Their success will be driven by how they use AI and data in their business to not only better know their customers, but to also serve them through empowering their people, delivering on an intelligent supply chain and reimagining the retail experience. Gladstone Grant will discuss how retailers can embrace AI to survive and thrive in the new digital economy.
Featuring:
Gladstone Grant Forecasting the shopping habits of the future consumer 2021Loft 1/2 How will people shop differently and what will they expect from brands in 2021? Future Consumer presents the three global sentiments that will disrupt consumer behaviour, alongside the profiles (The Compressionalists, The Market Makers, The Kindness Keepers and The Cyber Cynics) that will drive growth in 2021. Hear Cassandra Napoli, Associate Editor at WGSN, renowned trend forecasting firm, break down the new consumer behaviour. Featuring:
Cassandra Napoli |
| 1:30 PM |
Drinkworks case study: How to launch a completely new product lineCourt Sometimes innovation is iterative, other times you end up with things that defy easy aisle-categorization. And that's where the path to purchase strategy gets interesting. That's the case for Drinkworks, which lets you to make cocktails in the comfort of your own home - with the push of a button! Of course, with a new product category (spirits on demand) come new shopper marketing challenges. Drinkworks, a joint venture of Keurig and ABI, and Mosaic will share how they brought Drinkworks to life and successfully created demand for this new product. Featuring:
Charles Brouillet
Matthew Diamond |
| 2:00 PM |
Labatt’s new shopper marketing M.O.: maximum integration + mobile = impactCourt Join Todd Allen, Labatt’s VP of Marketing, as he shares how brands like Stella Artois are evolving shopper marketing through mobile-first campaigns that drive traffic both online and in-store. From Stella Artois’ "Pour it Forward" campaign, where consumers can contribute to life-changing causes (like access to clean drinking water with the purchase of a limited edition chalice), to personalization at scale – bringing premium value offers to consumers across the country – Labatt is leveraging full funnel marketing to maximize cross-channel integration and win at retail. Featuring:
Todd Allen |
| 2:30 PM |
Networking Break |
| 2:50 PM |
Combatting inevitable channel upheavalCourt Change is coming...and it will derail your carefully constructed channel strategy. As we look to the evolving landscape of marketing and the rapidly shifting channels of communication, personalization has become the panacea that promises to solve all of our worries. But the future state of connecting with consumers will be affected by dozens of driving forces that are beyond the control of marketers – such as Data Revolution 2.0 and Social Values Change. These drivers suggest scenarios that must be anticipated because they will cause significant upheaval to the relationship your brand has with your customer. Learn how to develop a proactive approach to defining your channel strategy with critical drivers of change in mind. Kevin Lund, Chief Brand Officer of DCM, will share key insights on looming shifts in the marketplace and provide solutions to ensure consumers remain engaged with your brand. Featuring:
Kevin Lund |
| 3:20 PM |
Loblaw Companies: The evolution of loyaltyCourt PC Optimum’s journey has evolved from a physical card, points-based program to an engaging mobile first platform offering value beyond points to millions of Canadians. Jim Noteboom, SVP of Loyalty & Analytics at Loblaw Companies explains how prioritizing a personalized experience and features which solve real customer problems are key enablers to creating a sustainable relationship with their members. Featuring:
Jim Noteboom |
| 4:00 PM |
Co-chairs' closing remarksCourt Featuring:
Richard Hill
Gina Kiroff |
