Shopper / Commerce Marketing

INTRODUCTIONS (1PM – 1:15PM)

I. Session 1A: Meredith Shops (1:15PM - 2:15PM) 
Learn Meredith how we leverage our powerful content brands; People, Real Simple, Shape, Better Homes & Gardens & Rachael Ray on best practices in driving powerful content that drives sales

Speakers:
Lindsay Jerutis, VP Commerce Content, The Meredith Corporation

Session 1B: How Kroger and Pepsi leveraged an omnichannel approach to drive sales growth around Super Bowl 
Learn how Kroger and Pepsi leveraged an omnichannel approach to drive sales growth around Super Bowl. In this case study we will review how the right strategy across national communications, granular data-driven digital media, value offers, localized media, NFL assets, traditional brick and mortar retail and BOPIS drove exceptional growth for Pepsi

Speakers: 
Jim Waters, Senior Director, Marketing, PepsiCo
Corbin du Rubertis, VP, Innovation, The Meredith Corporation

COFFEE BREAK (2:15PM – 2:30PM)

II. Session 2: Tapping Into The Shopper Spirit (2:30PM - 3:15PM)
Spirits brands are vying to reach curious shoppers who are thirsting for a new drink of choice but don’t know how to navigate the constantly evolving and growing liquor aisle. In order to simplify the selection process, Brown-Forman, with agency partner Blue Chip, created an omnichannel, national campaign called Straight From The Distillery to help shoppers navigate the landscape. The results of the program have been transformative. Delivering unprecedented engagement and growth, Straight From the Distillery is the perfect cocktail of insight, strategy and innovation. Join us to hear about how Brown-Forman tapped into a new shopper barrel to drive growth in a highly competitive and complex category. 

Speakers:
Lynette Green, Digital Marketing Manager, Brown-Forman
Erich Parker, VP, Business Leadership, Blue Chip

COFFEE BREAK (3:15PM – 3:30PM)

III. Session 3:The Power of Storytelling at Retail (3:30PM-4:15PM) 
The concept of storytelling has been around for quite a long time now but specifically relating to how brands communicate with consumers out-of-store, never shoppers in-store. There is this belief that a brand’s shopper communications should talk about the brand’s equity, product attributes, promotions, and price. But does this align with how shopper’s make their purchase decisions in-store? It’s time brands become in-store storytellers. Come hear about how brands and can step-up their communications using storytelling.

In this session, you will learn:
The science of storytelling
The art of storytelling
A case study example

Speaker: Christopher Brace, CEO, Syntegrate Consulting

NETWORKING SOCIAL (4:15PM - 5:30PM)