Commerce Marketing

INTRODUCTIONS (11:00AM – 11:15AM ET)
Paul Robinson – Director of Content & Commerce Committee, ANA

I. The Tipping Point: Applying Shopper Marketing Principles to Retailer e-Commerce (11:15AM –11:55AM)
In FMCG, we’ve long discussed the virtual “tipping point” when 20 percent of category sales move online. For many CPGs, it has been a slow trickle, hovering between 2 and 5 percent. However, with COVID-19, the industry saw more shoppers than ever turn to delivery and click & collect for basic needs they’d otherwise fulfill in store. According to a Numerator survey, 1 in 4 of those shoppers will shift at least part of their shopping trips online routinely. For brands to succeed, it’s imperative to take that “e-commerce” strategy off the back burner. In this session, we’ll provide quick turn solutions for brands to get their retailer e-commerce up and running and provide guidance for long term retailer e-commerce strategy.

Speakers:
Elizabeth Bleser – Senior Vice President, Integrated Media–Blue Chip 
Brandon Nolte – Associate Director, Biddable Media–Blue Chip

II. Winning the Holiday Season with “Joy Night In” (12:00PM – 12:40 PM)
Hear from 2020 REGGIE Award Winner in the Innovative Commerce Category, Campbell’s as they demonstrate how they drove sales and coveted real estate at Walmart during the most competitive time of the year – the holidays.  By impacting relevance across generations and helping them realize that timeless, simple things are the best things, Campbell’s Soups became the must- have ingredient for holiday meals and holiday entertaining, proving that a “Joy Night In” was the winning formula for Walmart, Hallmark and Campbell’s.

Speaker: 
Marci Raible – VP Integrated Marketing, Campbell
Co-Presenter(s): 
Diana Haussling –  Director, E-Commerce + Shopper Engagement & Activation, Campbell
Jake Berry – EVP General Manager, Mars
Jennifer Byrnes – SVP, Group Client Director, Spark

WRAP UP/ROUNDTABLE DISCUSSION (12:40PM – 1:00PM)