Shopper Marketing

NETWORKING BREAKFAST (9:00AM – 9:45AM)

INTRODUCTIONS (9:45AM – 10:00AM)


I. How OREO Took “The Dunk” to Retail, In-Home and Beyond  (10:00AM – 10:50AM)
To dunk or not to dunk, that is the question.  Although, since the OREO brand knows that most consumers are “dunkers”, they built an immersive, omni-channel program around that insight. To bridge the gap between the in-store and out of store experience, OREO went online and in-home to drive targeted shoppers directly to Kroger locations while spreading the word about the OREO Family Dunk challenge. In this session, you’ll learn how the OREO brand activated social shoppers, delivered an authentic retail and in-home experience, and amplified the program across social channels to drive content, conversations and conversions.

Speakers:
Michael Tilley, US Lead Shopper Marketing, Strategy and Partnerships, Mondelez International, Inc.
Kerry Lyons, SVP, Marketing, House Party

COFFEE BREAK (10:50AM – 11:10AM)

II. The Role of Data and Technology with Influencers (11:10AM – 12:00PM)
It's time for clear standards of measurement for influencer campaigns to provide true value to Shopper Marketers. Dan will discuss the things you should expect to measure using all the new measurement tools available today to understand the impact of influencers and their content. He'll also cover how data and technology can be used to connect with today’s multi-channel shoppers to inform Shopper Marketers of content strategy, influencer selection and measuring success beyond social engagement to include sales lift, increased basket size, increased foot traffic, promotional offers and more.

Speakers:
Holly Pavlika, SVP, Marketing & Content, Collective Bias
Blake Marts, Senior Director, Business Development, Collective Bias

LUNCH & ROUNDTABLE DISCUSSION  (12:00PM – 1:15PM)
Come prepared to pose questions, exchange ideas and get insights from the group to current challenges, future opportunities and best practices in this “off the record” peer-to-peer conversation.

III. Thinking Outside of the “Boxed” -- A Journey of Disruption (1:15PM – 2:00PM)
Boxed is changing the way consumers – especially younger ones – think about “club” shopping. At Boxed, marketing and customer experience play significant roles in educating consumers and telling the respective brand’s story in a compelling way. Jackson will discuss how Boxed approached this disruption; the pitfalls/challenges it faces; and how they will/continue to evolve to maintain relevancy among a fickle and savvy consumer.

Speaker:
Jackson Jeyanayagam, Chief Marketing Officer, Boxed.com