Agenda

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Thursday, August 7

7:30 AM
Registration Opens
8:00 AM
Breakfast
9:00 AM
Opening Remarks
MC
Chuck Martin, Bestselling Author and Columnist, MediaPost
9:15 AM
While purchases still occur in store, retailers today face a number of challenges in adapting to their customers’ rapidly changing behavior. In this keynote address, Ryan Craver, Senior Vice President, Chief of Staff for Hudson’s Bay and Lord & Taylor, tackles some of the foremost retail trends, including: declining store visits, using third-party mobile apps, shifting consumer engagement habits and even accepting Bitcoin.
Keynote
Ryan Craver, Senior Vice President, Chief of Staff, Hudson’s Bay and Lord & Taylor
9:45 AM

Many brands and retailers are still just scratching the virtual surface of the mobile shopping revolution while facing customers who are going mobile all the way. From mobile media reaching interactive shoppers in real time to creating rich, mobile consumer experiences in and around stores, agencies are working to lead brands to tie the entire value chain together. This includes meeting customer needs and desires, dealing with legacy systems and infrastructure and marrying shopping activities to CRM systems, not to mention already built online ecommerce platforms. And then there’s the challenge of who owns or manages the consumer mobile experience, with retailers, manufacturers and startups all vying for control. Facing competing interests for resources, retailers and brands must find a way to turn the corner. This panel digs into the challenges and solutions to map the consumer’s mobile path to purchase.

Moderator
Adam Kasper, Chief Media Officer, Havas Media, North America
PanelistS
Michael Lieberman, Co-President, Joule
Barry Lowenthal, President, The Media Kitchen
Rachel Pasqua, Senior Partner, Head of Mobile, MEC North America
Douglas Rozen, Chief Innovation Officer, Meredith Xcelerated Marketing
Phuc Truong, Managing Director, U.S. Mobile Marketing, Mobext/Havas
10:30 AM
With the launch of their newest sausage links, American Craft, Hillshire Farm needed a way to increase sales and awareness of the product by differentiating themselves against competitors in an oversaturated category, leveraging just digital advertising and implemented new mobile technology to target consumers at times most relevant to purchase: while in stores. With their agency BPN, Hillshire launched the first refrigeration category CPG beacon campaign. Chris Hiland, Chief Strategy Officer of BPN North America, details how they did and what they have learned so far.
Presenter
Chris Hiland, Chief Strategy Officer, BPN
11:00 AM
Coffee Break
11:30 AM
No matter how hard they try, many retailers can’t get the majority of their customers to use their apps, despite heavy development and marketing investments. While apps dominate the general mobile usage landscape, it’s a different story when it comes to commerce around physical retailers. As companies divert resources to growing and improving mobile website commerce capabilities, what is the future role of the branded retail app? This panel deals with which customers go which route, with emphasis on where loyalty and customer segmentation is headed.
Moderator
Bill Tucker, Executive Vice President, 4A’s
PanelistS
Andy Chu, Divisional Vice President & GM, Sears Holding Company
Tim Dunn, Director of Mobile and Strategy, Isobar
James Green, CEO, Magnetic
JiYoung Kim, SVP Strategy & New Solutions, Ansible Mobile
Sonia Sahney Nagar, Senior Director of Mobile Product Strategy, RetailMeNot
12:15 PM
Shorter consumer attention spans with constant but intermittent small screen viewing present a unique challenge to marketers for presenting a compelling proposition in quick and even segmented timespans. What ads move the shopping needle? And what about the role of search, social media and flash sales, which can hijack any traditional purchase path? And where’s the line between a shopper receiving an unexpected message they perceive to be creepy and one they consider brings them great value? With the increasing ability for marketers to link to massive data troves, what kind of media messaging makes for happy shoppers, even if they weren’t necessarily expecting a message?
PanelistS
James Citron, President, Outspoken
Craig Elimeliah, SVP, Director of Creative Technology, RAPP
Alex Lirtsman, Co-founder and Chief Strategist, Ready Set Rocket
Puneet Mehta, CEO, Co-Founder, MobileROI
James Mullany, Senior Analyst, Performance Media & Partnerships, Beeby Clark+Meyler
1:00 PM
Lunch
2:00 PM
Keynote
2:30 PM
One of the hottest mobile shopping developments has been the introduction of beacons. Ask any major retailer and they’ll tell you they’re all over beacons, rushing to put them into stores in hopes of reaching customers closer to the point of the purchase decision. But wait! It may be tougher than it sounds, including persuading shoppers to use particular apps as they roam the store, hardly a mainstream behavior, among a host of other somewhat tricky issues. This panel tackles the short- and long-term prospects for the true role of beacons in the shopping process as well as reviewing the results of some of the early trials.
Moderator
Warren Zenna, Principal , Zenna Consulting Group
PanelistS
Michael Foschetti, Managing Director, Havas Discovery
Phil Hendrix, Director, IMMR
Henry Lawson, CEO, AutoGraph
Scott Varland, Creative Director, IPG Media Lab
Jesse Wolfersberger, Director, Consumer Insights, GroupM Next
3:15 PM
Coffee Break
3:30 PM
Mobile shoppers continue to find ways to use their phones in stores, whether for showrooming or to get more information about an item of interest. They may scan UPC or QR codes or receive shopper alerts based on location as they roam the aisles. We know technology exists to reach the roaming shopper, but what is the path from trigger to transaction? And what kinds of engagements can mobile shoppers expect after that first invitation to interact. This panel takes on the road to relevance after the trigger and increasing the propensity to close the deal with the mobile shopper.
Moderator
Ian Beacraft, Manager, New and Emerging Technologies, Leo Burnett
PanelistS
Jeremy Geiger, CEO, Retailigence
Michael Miller, EVP, Managing Director, Catapult
Ambarish Mitra, CEO, Blippar
Jude Ramayya, CEO, Founder, Impiger Mobile
Mike Wehrs, CEO & President, ScanBuy
4:15 PM
Despite the lack of widespread customer demand, the move to mobile wallets and payments marches along, driven in part by many new entrants who propose various payment methods. Research does show that consumers want to get out of stores faster and mobile checkout and in-aisle payments hold the promise of bypassing long checkout lines. With mobile payment startups lining up against traditional and major payment processors, merchants and consumers both face a somewhat bewildering number of choices. This expert panel sorts it all out.
Moderator
Dan Israel, Senior Director, Client Engagement, Razorfish
PanelistS
Charlie Anderson, CEO, Shoptology
Jason Gross, VP of Strategy and Marketing, Verifone
Jeffrey Malmad, Managing Director, Mobile, Mindshare
Lori Salow Marshall, CEO & Founder, BYNDL Inc.
5:00 PM
Conference Concludes