With the blurring of lines between digital and physical channels alongside the ongoing push for omnichannel retail, consumers have more options to acquire goods than ever before. Experiences can no longer be siloed, and personalization, agility, and data-driven decisions will remain core to strategies as retailers and brands continue to adapt to the new normal.
Join Adweek as we look to what comes next in shopping as trends like livestreams, social commerce, retail media and BNPL continue to shape the space. You’ll hear from retail experts, marketers and brand leaders as they offer the tactics and insights required for connecting with shoppers across the fragmented paths to purchase in 2022 and beyond.
|12:00 PM - 12:05 PM|
Adweek Opening Remarks
|12:05 PM - 12:25 PM|
The Evolution of Retail: A Look Ahead
The retail industry is constantly evolving and marketers are keen on keeping up with what's to come in 2023 and beyond. Digital and physical channels are blurring, causing consumers' needs to not only change but elevate to a higher standard, and marketers must focus on how to navigate this new landscape.
Join us as we hear from Deloitte Digital’s Kristin Hooper and Kenny Gold on the ways the industry is repositioning, from creating holistic, tailored shopping experiences to using innovation and collaboration to strategically reach consumers. This session will outline predictions for what's to come.
|12:30 PM - 12:50 PM|
The Marketer’s Dilemma: Swipe Left or Right on Emerging Tech in Commerce
Emerging tech can be an accelerant to improving a consumer’s experience, effective branding, marketing automation, and many other areas of brand building—and there is so much tech available for those flirting with these avenues. Inspired by the dating apps that shook up how we connect, this energized and interactive session matches you with tech thought leaders Victor Lee, President of Advantage Unified Commerce and QuHarrison Terry, Technologist and author of The Metaverse Handbook. Together they will share what brand marketers should consider embracing to help drive sales and impact growth across e-commerce and brick-and-mortar.
|12:55 PM - 1:15 PM|
Social Media’s Impact on Shopping
The online presence of brands has grown exponentially following the pandemic as more organizations are tapping into influencer marketing to target their audiences on social media. Sponsored ads amid UGC (user-generated content) are transforming the B2C relationship as prospects buy directly through social posts and platforms. Poppi, the buzzy prebiotic soda brand taking over your feeds with nearly half a million engaged followers across social platforms, has been a pioneer in this growth.
Hear from Allison Ellsworth, co-founder and chief brand officer of Poppi and TikTok star Larri Merritt (@Larray) as they discuss the impact social media has had on shopping and how brand partnerships can lead to continual traction for your brand.
|1:20 PM - 1:40 PM|
The Evolution of Content and Commerce
Social media is evolving at an unprecedented pace powered by short-form video and fueled by entertainment. This new era presents opportunities for brands to break away from traditional marketing tactics to engage audiences and drive sales. Join Adweek and Marie La France, Vice President of Strategy at Dash Hudson, for a conversation on the shifting social media landscape and the potential for brands to capitalize on the future of commerce.
|1:45 PM - 2:05 PM|
Breakout Room - Sustainability
Taking Green Mainstream: Consumers and the Future of Sustainable Shopping
There is tremendous opportunity for customers to be at the center of the CEO’s sustainability agenda. This structure would accelerate the transition to a more sustainable economy. As a voice for the customer in the C-Suite, chief marketing officers are tasked with providing this critical unlock. But across categories, there is a large gap between consumers’ sentiment towards sustainable products and their actual purchasing decisions.
To close this gap, a deeper understanding of core consumer needs and the barriers preventing sustainable choices is necessary. Join BCG and Bibie Wu, Chief Marketing Officer, Del Monte Foods, to learn how leading brands are making sustainability an “and,” not an “or,” a win for the environment and your company’s bottom line.
Breakout Room - Luxury
Reimagining Digital Engagement: Experience and Storytelling for Luxury Brands
With a combination of premium craftsmanship and exclusive positioning, luxury brands face unique challenges in the retail space. As consumers increasingly embrace responsible consumption and seek authenticity and innovation, the impact of digital journeys and omnichannel engagement — beyond e-commerce — has become more critical than ever for luxury brands.
Alexandre Bommelaer, managing director at AREA 17 in Paris, a branding and design agency, talks about the challenges in luxury retail and the forces driving transformative change, based on his work with brands including Celine, Balenciaga, Van Cleef & Arpels, Fondation Louis Vuitton and more.
Breakout Room - Personalization
Personalization Is a Need, Not a Want
How we buy goods has been permanently altered by the pandemic and personalized consumer experiences are at the forefront of what's expected from brands. Bespoke Post is known for its themed subscription boxes and now they're showing brands the importance of paying close attention to consumer preferences.
Join us as we hear from Rishi Prabhu, Co-CEO at Bespoke Post, as he dives into how brands can approach personalization and adapt it into their marketing strategies.
Breakout Room - Experiential
Cannabis Consumers Crave Innovation
With the evolution of the cannabis industry, consumers are looking for elevated experiences and innovative products when shopping. Cann, the cannabis-infused social tonic, is disrupting both the cannabis and beverage industry with its micro-dose cans. Sweet Flower, the cannabis dispensary chain, is also providing an elevated cannabis shopping experience with its ultramodern interior and trailblazing products.
Join Luke Anderson, co-founder of Cann and Tim Dodd, co-founder and CEO of Sweet Flower as they discuss how they attract consumers in a niche market and how it's shaping experiential partnerships.
|2:10 PM - 2:30 PM|
A Media Playbook for the New Age of Shopping Disruption
Inflation, out-of-stock issues, new purchasing habits—all these disruptions have led to seismic changes in consumer behavior. Yesterday’s advertising playbook doesn’t work today. As customers continue to evolve how they shop and eat, retail media has opened new doors for brands to shape purchase decisions. Hear how The Mars Agency, The Campbell Soup Company and Kroger Precision Marketing are adjusting tactics and introducing new touchpoints to help shoppers navigate the new shopping landscape.
|2:35 PM - 2:55 PM|
Beyond BNPL: How Klarna is Making Shopping Smoother and Smarter
Klarna is best known for its 'Buy Now, Pay Later' option, but the global retail bank offers so much more. The brand is evolving into a 360 shopping ecosystem and mecca for consumers and merchants alike.
Hear from Klarna’s Chief Marketing Officer David Sandstrom as he discusses the future of shopping and payments, highlighting the company’s evolution and how it’s improving the tedious shopping journey consumers face through new search and discovery tools, shoppable video content, creator platforms and more.
|3:00 PM - 3:20 PM|
Defending Your Marketing Budget for the C-Suite
Retailers are entering a perfect storm in 2023 – a likely economic downturn, combined with low consumer confidence and rising costs. But how do retail marketers build marketing strategies to match?
What might the knock-on effects be on marketing performance? And what's the best mix of tactics?
Should retail marketers focus on short-term sales, or long-term brand-building? Pick a small number of high-performing channels, or blend many for maximum reach? And how do you defend your choices when the board tries to take a red pen to your budget?
In 2023, retailers can’t afford to make mistakes. This session will draw on lessons from the world’s largest dataset of dynamic marketing benchmarks to send retail marketers into next year with confidence – and the armor to defend their budget.
|3:25 PM - 3:45 PM|
How a House of Brands Puts Community at the Center of Its Growth Strategy
Food52 is a cooking and home company that acquired two heritage home brands last year: Dansk, a design-forward home goods brand, and Schoolhouse, a lighting and lifestyle goods company dedicated to creating modern heirlooms. While existing under a similar industry umbrella, these brands have varying aesthetics and their own communities of superfans.
Join us as we hear from the Founder and Co-CEO of Food52, Amanda Hesser. She'll reveal insights about the different communities they're nurturing and why they believe a brand's connections to its community will be core to the next generation of retail brands.
|3:50 PM - 4:10 PM|
Creators’ Must Haves: Why Live Stream Shopping Delivers
We all know and love Amazon Live. It's one of the newest additions to the company and a place where consumers can shop from livestreams daily. Celebrities and creators can curate their must-have products, and brands can reach new audiences.
Join Amazon Live, 23andMe and guest influencer Nicole Mejia as they dive into what live shopping means for the retail landscape, and how this new way of shopping not only entertains but educates and engages consumers of all ages.
|4:15 PM - 4:35 PM|
Inside Rebecca Minkoff's Budding Dynasty: Fashion’s Newest Shopping Opportunities
An industry leader in accessible luxury handbags, accessories and apparel, Rebecca Minkoff’s playful and subtly edgy designs are blazing a path for other brands by being at the forefront of adopting new innovations when shopping for fashion.
Join Adweek with Rebecca Minkoff as she speaks to her journey launching NFTs during New York Fashion Week, how her brand continues to evolve within the Web3 space and how other female founders can find empowerment in their work when on the quest to revolutionize the future of shopping.
|4:40 PM - 4:45 PM|
Adweek Closing Remarks