The Agenda

10:00 AM - 10:30 AM
Workshop: The Next-Generation Partnerships Shaping the Future of Commerce

Yesterday was about the media triopoly. Today, the future of commerce looks more complex. With consumer expectations higher than ever, brands need multiple partnerships to bridge the gap from inspiration to purchase. Retailers now have an expanded role in brand marketing and are inspiring households beyond their shopping aisles. Learn how Group M helps brands navigate the commerce landscape and build new partnerships to shape the future.

Elizabeth Cotogno - Kroger Precision Marketing
Andrew Ruegger - GroupM
Elizabeth Cotogno Andrew Ruegger
10:30 AM - 11:00 AM
Workshop: Disrupting Categories and Standing Out in a Competitive Marketplace

Creating a food category is no small feat, especially when it comes to breaking through and competing with frozen dessert titans. Russell Barnett, the Managing Director and Chief Marketing Officer of My/Mochi Ice Cream explains how this four-year-old company has broken through the crowded marketplace and has been crowned the creator of the “modern frozen snack” category.

Join Russell Barnett as he discusses how My/Mochi has brought to life colorful, real relationships through digital and social channels, content creation, partnerships and PR and experiential activations to connect with Gen Z and Millennial consumers.

Russell Barnett - My/Mochi Ice Cream
Russell Barnett
11:00 AM - 11:05 AM
Adweek Opening Remarks

Welcoming remarks and a look at the event.

Danny Wright
Danny Wright
11:05 AM - 11:25 AM
The Future of Shopping Is Here

Shopping behavior is evolving based on changing consumer behavior and emerging technologies. Fueled in part by mobile phones, people have moved from ‘going shopping’ to ‘always shopping.’ For businesses, it’s possible to not only meet the expectations of today’s shoppers but exceed them.

Hear from Benji Shomair VP, Commerce Business and Marketing at Meta, and ZOX as they discuss how they’ve navigated this new frontier. Brands of all sizes are experimenting with new experiences like Live Shopping to meet customers where they are. Find out what they’re learning and how your brands can experiment, too.

Benji Shomair - Meta
Jason Kuipers - ZOX
Stephanie Paterik - Adweek
Benji Shomair Jason Kuipers Stephanie Paterik
11:30 AM - 11:50 AM
Bringing the Joy of Shopping Online: How to Build Next-Gen Ecommerce Experiences Everyone Loves

The start of the pandemic brought on four years of e-commerce growth in four months, sending e-tailers scrambling to adapt. While many have been developing new approaches to reach their target audiences (think Zero Party Data and Omnichannel strategies), we have so much further to go—to convert more effectively, online retail must elevate the shopping experience by engaging audiences more deeply.

Join startup eko and Adweek executive editor Chris Ariens as they explore retail innovations around discovery at “the top of the funnel” and how merchants can build engaging, lasting relationships with current and future customers.

Jim Spare - eko
Christopher Ariens - adweek
Jim Spare Christopher Ariens
11:55 AM - 12:15 PM
Transforming Physical Spaces that Responds to Digital Trends
 
Steve Miller - DICK'S Sporting Goods
Rafael Canton - Adweek
Steve Miller Rafael Canton
12:20 PM - 12:40 PM
Riding the Wave of Retail Media: Connecting Brands Meaningfully with Customers

Media companies and retailers alike are realizing the power and influence retailers carry with shoppers, not just at the point of purchase, but as an important partner for the entire shopper journey. Learn how brands and agencies are using the rise of retail media to their advantage in this cross-industry discussion, led by Walmart Connect, with panelists from eMarketer, OMD, and Kraft Heinz. Hear how the space has evolved and ways retail media leaders like Walmart are making it easier for advertisers to connect with and influence shoppers wherever they are – from unlocking our suite of omnichannel capabilities across Walmart to tapping into innovative tools that help advertisers connect to shoppers, like Walmart DSP.

Andrew Lipsman - Insider Intelligence
Meghan Garrity - Walmart Connect
Taylor Douglas - Kraft Heinz
Jason Colon - OMD USA
Andrew Lipsman Meghan Garrity Taylor Douglas Jason Colon
12:45 PM - 1:05 PM
Ecommerce Foresights and Insights for 2022

The velocity technological innovation and the fluidity of the customer journey is a game of marketing whack-a-mole for brands trying to stay connected with their consumers. Customers continue to change the way they shop, creating new opportunities and challenges for brands to meet their demands.

Join Sucharita Kodali, Forrester Vice President and Principal Analyst, as she shares insights into what’s in store for 2022.

Sucharita Kodali - Forrester
Sucharita Kodali
1:10 PM - 1:30 PM
How to Create Richer Customer Experiences with Zero-Party Data

As we go into a cookieless marketing world, given Apple and Google platform changes, third-party data will become significantly less accurate and acquisition, expensive. Innovative Marketers are using zero-party marketing campaigns to capture rich attributes about customers to improve conversions. Learn how you can easily collect zero-party data that reveals the groups your customers belong to, and how you can use that data to create meaningful customer experiences that win new business and make your brand stand out.


Joining SheerID’s CEO Jake Weatherly will be Elizabeth Rudkin who will share how Helly Hansen is building enduring and profitable relationships with the consumer communities that most strongly align with their brand.

Jake Weatherly - SheerID
Elizabeth Rudkin - Helly Hansen
Jake Weatherly Elizabeth Rudkin
1:35 PM - 1:55 PM
Connected Commerce: The What, The How, and the Why Now

The world of commerce is changing. It's harder than ever to deliver a consistent consumer experience at every step of the purchase journey. The Mars Agency will show you how to create Connected Commerce.

In this session, you'll learn about:
· Navigating the new shopping landscape
· Delivering the right message in the right place at the right time
· Driving sustainable brand growth

Fern Grant - The Mars Agency
Jake Berry - The Mars Agency
Fern Grant Jake Berry
2:00 PM - 2:05 PM
Adweek Closing Remarks
 
Danny Wright
Danny Wright
2:30 PM - 3:30 PM
Masterclass: Optimizing Your Omnichannel Approach

More than one-third of Americans have made omnichannel features such as buying online for in-store pickup part of their regular shopping routine since the pandemic, and nearly two-thirds of those individuals plan to continue according to McKinsey. Numbers aside, it's safe to say offering a compelling omnichannel experience is now a requirement for the retail landscape.

Join this Masterclass hosted by Mosaic and explore the challenges and successes of brands as they navigate the shift from a linear, transactional-centric approach to a state-of-the-art omnichannel offering. Learn how to establish impactful creative partnerships, how to navigate and adapt to the constantly evolving consumer shopping habits and the tips you need to push the boundaries of the consumer shopping experience.

Sub Nijjar - Mosaic North America
Gayitri Budhraja - E.L.F. BEAUTY
Sub Nijjar Gayitri Budhraja
10:00 AM - 10:30 AM
Workshop: What You Need to Know to Innovate Your Online Experience

Consumer behavior has significantly changed over the last 18 months making technology key to enhance customer experiences. eCommerce and Support industries have had to quickly react to create seamless online experiences that meet customer expectations.

Given these shifts, it is crucial to empower both your customers and agents to self-serve and get direct, actionable answers to support questions, while also addressing the need for an enhanced customer experience. During this fireside chat with Josh Grau (CMO of Yext) and John Finch (VP of Product Marketing at Zendesk) we will dive into the technology shifts we’ve seen, how retailers are pivoting, and where we anticipate future trends moving.

Josh Grau - Yext
Johh Finch - Zendesk
Josh Grau Johh Finch
10:30 AM - 11:00 AM
Workshop: How Mazda Built a Performance Model of the Future During the Pandemic

When the pandemic forced consumers largely online, automakers were left struggling to reimagine their go to market strategies. But Mazda had a clear ambition – own the full consumer journey from discovery, purchase, usage, and loyalty. In an industry, where the shopping, buying, and owning portions of the journey are mostly in the hands of auto dealers, the real challenge was how to ensure a coordinated brand and customer experience across the entire journey. With the help of VMLY&R COMMERCE, the way forward was clear -- build a connected commerce experience that scaled dealer solutions and created a full journey ecosystem featuring one view of the consumer with performance attribution at the center.

In this session, hear how Mazda enabled data-based decision making to drive a more efficient, personalized, and frictionless customer experience– to become just one of three automakers to see an increase in sales in 2020. Brands across verticals will learn ways to:

  • Build performance marketing capabilities while simultaneously driving conversion and efficiency.
  • Harness 1st - 3rd party data to strengthen audience building and management toward more targeted, effective total marketing.
  • Architect a performance marketing capability that is attributable to conversion from a national level to a hyper-local level.
  • Deliver journey-based, personalized content at scale that converts customers across their shopping journey.
Brad Audet - Mazda
Beth Ann Kaminkow - VMLY&R COMMERCE
Steve Chiles - VMLY&R COMMERCE
Brad Audet Beth Ann Kaminkow Steve Chiles
11:00 AM - 11:05 AM
Adweek Opening Remarks

Welcoming remarks and a look at the event.

Matt Steinmetz - Adweek
Matt Steinmetz
11:05 AM - 11:25 AM
Staying Relevant in Consumer Dynamics

In this new era of discovery and innovation, brands are adapting to the latest trends and insights to reach their consumers where they are.

Join Adweek, as we hear from commerce legends and BRAVE COMMERCE podcast co-hosts Sarah Hofstetter and Rachel Tipograph as they interview a C-Suite executive on how eCommerce has fundamentally changed their business over the last two years, and where they see consumer behavior is going in the near term.

Rachel Tipograph - MikMak
Sarah Hofstetter - Profitero
Joey Bergstein - Sabra
Rachel Tipograph Sarah Hofstetter Joey Bergstein
11:30 AM - 11:50 AM
Retail Media and The Customer Experience: Why They’re Not Mutually Exclusive

Long known as a destination retailer, Best Buy has a reputation of over-delivering on shopper expectations, whether through in-store experiences, in-home services, or integrating digital communications and channels. They also provide opportunities for brands to connect with their customers in ways that are welcome and informative, not intrusive or overbearing.


In this session, hear from Anna Kruse, Vice President and General Manager, Best Buy Advertising, and Sherry Smith, Managing Director of Retail Media for the Americas as they explore how Best Buy has built a retail media offering in service of enhancing their customer experience.

Anna Kruse - Best Buy Advertising
Sherry Smith - Criteo
Anna Kruse Sherry Smith
11:55 AM - 12:15 PM
Community Commerce: A New Kind of Shopping Culture

The explosion of social and ecommerce in recent years has forever changed the way people shop, discover new products and seek recommendations via their communities – from creators and celebrities to friends and family. TikTok has quickly become a destination for a new kind of shopping culture - Community Commerce – which blends content, creators, community, entertainment and shopping. Brands have an opportunity to activate and unlock the power of this emerging trend and connect with engaged audiences like never before.

Join Adweek, to hear Amy Lanzi, EVP, North America Practice Lead, Publicis Commerce speak with Khartoon Weiss, Head of Global Agency & Accounts, TikTok and Emmanuel Marques, VP, Customer Engagement, Disney about the power of community-driven commerce and how their companies are partnering to bring this new shopping movement to the next level.

Amy Lanzi - Publicis Commerce
Khartoon Weiss - TikTok
Emmanuel Marques - Disney Parks, Experiences and Consumer Products
Amy Lanzi Khartoon Weiss Emmanuel Marques
12:20 PM - 12:40 PM
How Connected TV Brings Much-Needed Agility to TV Advertising

Oliver Embry helped build cutting-edge traffic and retail strategies for adidas, and now leads the charge on advertiser product innovation at MNTN. His experience creating effective and unexpected tactics for retailers has led to countless revenue wins. So with an ever-changing cultural and economic climate—the looming supply chain crisis being the latest example—what opportunities does he see for savvy marketers looking to navigate fluid scenarios that call for quick action?

In this session, join MNTN’s Oliver Embry where he’ll explore how Connected TV, whether as a net-new channel, or a performance-focused addition to existing strategy, can help advertisers both big and small nimbly adapt to the latest events, trends and environments—all while still delivering on vital KPIs.

Oliver Embry - MNTN
Oliver Embry
12:45 PM - 1:05 PM
How to Cultivate a Powerful Marketing Funnel

As emerging media, from AI to AR, continue to fast-forward the customer experience, marketers are seeing measurable gains in satisfaction and retention. Design and UX play an integral role in elevating the shopping experience.

Join Adweek, as we hear from 1-800-Flowers.com President, Amit Shah on ways in which the floral and gifts retailer shares insights on how to master the marketing funnel, from design to distribution.

Amit Shah - 1-800-Flowers.com
Paul Hiebert - Adweek
Amit Shah Paul Hiebert
1:10 PM - 1:30 PM
Ad Sales in Retail Media

With the meteoric rise of time and money spent in online shopping, retailers are growing and accelerating their high-margin retail media business to monetize their shopper engagement into advertising revenues. Building a successful retail media business requires strategic and operational alignment between data, technology and skills. Learn how Salesforce can help retail companies converge their ad sales process across channels (digital, in-store etc.) and streamline their ad sales operations all the way from RFP to revenue optimization.

Chinmayi Bettadapur - Salesforce
Chinmayi Bettadapur
1:35 PM - 1:40 PM
Adweek Closing Remarks
 
Matt Steinmetz - Adweek
Matt Steinmetz
2:30 PM - 3:30 PM
Masterclass: Making Sense of Retailer Media

Retailers have evolved enormous new capabilities in media. They’ve also dramatically changed their expectations from brand partners. In this environment, there are major opportunities for brands to win … and lose. We’ll teach you the secrets that help you win. You’ll hear from Ethan Goodman, SVP of Media at The Mars Agency and Diana Haussling, VP – GM of Digital Commerce at Colgate-Palmolive on:

  • How brands should set a comprehensive retail media strategy
  • How to achieve full funnel activation inside retailer’s walled gardens
  • How retailers can improve their offering and their selling process
Ethan Goodman - The Mars Agency
Diana Haussling - Colgate-Palmolive
Ethan Goodman Diana Haussling
10:00 AM - 10:30 AM
Workshop: How to Succeed with Loyalty: Combining a Winning Loyalty Strategy with Personalized Relevant Messaging

In today’s hypercompetitive market, retailers are under pressure to deliver products, messages, and programs that foster deep-rooted, lasting customer loyalty.

In this session Meghann York, Global Head of Product Marketing, Marketing Solutions at SAP, will shed light on the forces driving the increased importance of customer loyalty, and offer advice on how brands can successfully integrate loyalty into their current marketing programs.

You’ll also hear from Catriona Woodward, Pizza Hut’s Head of Digital Marketing as she shares how Pizza Hut launched highly relevant loyalty-boosting initiatives that led to higher conversion rates month-over-month and dramatic growth in loyalty program sign-ups.

Topics covered include:

  • Why loyalty is essential for business growth in today’s world of quick-change customer behavior and market conditions
  • Why most loyalty programs fail and which factors ensure loyalty success
  • How to break through the common barriers that prevent retailers from getting successful programs off the ground (collecting first party data, understanding customers, achieving true 1:1 personalization)
  • Pizza Hut’s approach to delivering more relevant, loyalty-boosting initiatives through personalized communication
  • The importance of customer relevancy (in offers, messaging and product) for driving successful loyalty programs
Meghann York - SAP
Catriona Woodward - Pizza Hut
Meghann York Catriona Woodward
10:30 AM - 11:00 AM
Workshop: The Value of Crafted Content and Personalized Messaging

It's no secret personalization and crafted content are key indicators for brand's seeking to build long-term relationships with consumers. As we head into 2022, it is more imperative than ever for brands to be mindful of how they collect and manage data, how they build seamless experiences, and the communities and influencers they're incorporating into their marketing plans.


In this session, Foot Locker Vice President, Consumer Connections, Francine Feder will dive into the global retailer’s emphasis on community-driven and hyper local communications to its consumers, including how it leverages data to develop targeted marketing plans. The session will also focus on the importance of local communities to Foot Locker’s DNA including through investing in Community Power Store formats and tapping into micro-influencers.

Francine Feder - Foot Locker
Francine Feder
11:00 AM - 11:05 AM
Adweek Opening Remarks
 
Danny Wright
Danny Wright
11:05 AM - 11:25 AM
Brand Value in the Metaverse

After launching his own NFT collection “VeeFriends," Gary Vaynerchuk has been able to bring his ambitions of building a community around his creative and business passions to life using NFT technology. Taking the learnings from his personal NFT endeavor Gary then launched “VaynerNFT,” blazing new territory for brands across the industry.

With attention towards the NFT landscape growing, how can brands leverage NFTs in an authentic and meaningful way? Join VaynerX Chairman Gary Vaynerchuk as he shares how NFTs can shake up the brand experience, create new communities and revenue streams, and drive cultural change overall.

Gary Vaynerchuk - VaynerMedia
Toby Daniels - Adweek
Gary Vaynerchuk Toby Daniels
11:30 AM - 11:50 AM
Inside Lovesac’s Data Strategy that Powers Customer Centricity

To deliver personalized customer experiences on the showroom floor and through every digital touchpoint, retail companies must give their business teams access to first-party data that offers both confidence and utility. Join Adweek, as we hear from Sue Beckett, VP Digital Marketing and E-commerce at Lovesac, on the furniture retailer’s journey to creating a single customer view that serves a diverse set of stakeholders across the organization. 
Sue will also share:

  • Best practices for uncovering data needs and customer insights in a retail organization
  • How the right first-party data strategy creates efficiencies internally and boosts revenue
  • Examples of how the right tech stack can deliver omni-channel experiences in real time
Sam Ngo - BlueConic
Sue Beckett - Lovesac
Sam Ngo Sue Beckett
11:55 AM - 12:15 PM
How Content Creation Powered by a Passionate Audience Drives the Food52 Flywheel

Since 2009, Food52 has been growing its audience via content and community-building endeavors like digital recipe contests and a 24-hour hotline for cooking questions. Commerce — now the brand's primary revenue stream — was introduced early on, originally as a means of delighting community members which ultimately built trusting customers. Today, deliberately integrated experiences across content, community and commerce touchpoints (in that order) increase engagement and convert that target audience into loyal shoppers with high lifetime value.

Join Adweek as we hear from Food52 President Claire Chambers on how they use data and personalization to accelerate growth while staying true to its values that stand the test of time. 

Claire Chambers - Food52
Lucinda Southern - Adweek
Claire Chambers Lucinda Southern
12:20 PM - 12:40 PM
Gen Z: Switched On, Tuned Out

Gen Z, the most connected, price conscious, savvy consumer ever, is forcing marketers to rethink and throw out their tried and tested models. They're hyper-connected and averse to traditional advertising, expecting brands to be like Netflix - ready and waiting to be consumed on their terms. But what does this mean for brands and how can they capture the hearts and digital-wallets of this elusive market. In this session, our panel of experts seeks to drive home the increasing importance of purposeful, value-driven content that goes beyond product offering and connects with their values and beliefs.

Viviane Paxinos - UNiDAYS
Noelia Callejas - Hollister Co.
Viviane Paxinos Noelia Callejas
12:45 PM - 1:05 PM
A New Era of Personal Shopping

Today, consumers not only look for products and services that help make their lives easier and simpler, they expect brands to anticipate and cater to their unique needs. In a technology-driven world, leading personal shopping and delivery company Shipt is focused on leveraging its personal shopper community and enhanced app features to make its personal shopping delivery service even more personal.
 
Join Adweek as we hear from Shipt Chief Product & Experience Officer Karl Varsanyi on the importance of anticipating consumer needs and how technology can create a strong pathway to more personalized brand experiences.

Karl Varsanyi - Shipt
Lisa Lacy - Adweek
Karl Varsanyi Lisa Lacy
1:10 PM - 1:30 PM
The Royal Road to Gen Z

As a generation that has never known a world without the internet, Gen Zs are super tech-savvy. And as a result of the pandemic, this digitally native generation have spent more time online than ever before - scrolling through Instagram on the daily, creating TikTok videos, watching streaming services, taking part in online gaming activities, and of course, online shopping.

Ecommerce fashion retailer, Princess Polly, has taken all the necessary steps to really engage with the Gen Z market during the height of the pandemic and beyond - by tailoring their messaging and offering exclusive student discounts, to give their target audience the royal treatment. Having built up a global presence in Australia and the US, and with plans underway to expand in the UK and Asia, Princess Polly is taking the Gen Z market by storm.

Join Student Beans as we sit down with Princess Polly to discuss the challenges of international expansion, the benefits of social media marketing, and why Gen Z students should be at the heart of your marketing strategy.

Ruth Baney - Student Beans
Kim Zorn - Princess Polly
Ruth Baney Kim Zorn
1:35 PM - 1:55 PM
Investing in Influencers

Influencer marketing continues to take the industry by storm. From personalized branding to collaborative campaigns, brands are embracing the opportunity for authenticity and seeing a strong return on investment. Tula Skincare, a digitally native and social-first brand says it has seen incredible growth by leveraging lifestyle influencers.

Join Adweek as we hear from Tula CEO Savannah Sachson how innovative campaigns with influencers are the key to supercharging the beauty retailer’s strategy.

Savannah Sachs - Tula
Savannah Sachs
2:00 PM - 2:05 PM
Adweek Closing Remarks
 
Matt Steinmetz - Adweek
Matt Steinmetz
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