Innovative Commerce Marketing @ Microsoft

RETAIL REIMAGINED

Two decades ago big box retail changed the retail landscape by disrupting mom and pop shops. Now big box e-commerce is doing the same to big brands within digital. While many articles are headlined that “Retail is dead,” this presentation will show why it is simply being “Reimagined” with a number of tools and brand strategies that will help all companies transform into direct to consumer platforms.

Katy Hunter

Senior Director, Product Marketing Microsoft Advertising

ADIDAS: CHANGING LIVES WITH THE CUSTOMER EXPERIENCE

At adidas, putting the athlete at the center of the experience with the brand is critical. And in this age of focus on the “customer journey”, putting the athlete as a consumer in the middle of their journey to the product – with an experience that builds their understanding of the technology and their enjoyment of their sport – has never been more important. Hear from Matt, as he talks about how to build that consistent customer experience, whether it is in the direct to consumer adidas-owned flagship, via premium wholesale partners or even franchised partners, and how it contributes to the consumer’s lifestyle.

Matt Kelly

Global Director Procurement: Retail + Marketing adidas

THE WYZE WAY TO BUILD A BUSINESS & A BRAND

Founded by four ex-Amazonians, Wyze Labs is on a mission to democratize smart home technology. Wyze operates on the core principle to treat our users as friends. That means we listen to feedback from our customers to build products that are easy to use and incredibly affordable, while working to build an emotional connection between our customers and us. Hear about how we've been successful in growing our business in a few short years from a viral product to a complete smart home solution that will continue to innovate and challenge the industry.

Amie Hsu

Director of E-Commerce Wyze Labs

ACCELERATING NEW BRANDS THROUGH E-COMMERCE

Oars & Alps, a natural, non-toxic premium skin care line with an outdoorsy edge, catapulted to the wellness scene in recent years, launching on Amazon with sustained growth of 30-50% MoM, leading to distribution in other retailers, the most recent being Target. Hear from co-founder and CEO (Laura Cox) on how this brand disrupted the wellness space, with their innovative product line up targeted toward men, with a relentless approach to natural skincare ingredients. Co-Presenter, Joe Scartz from TPN’s consultancy, Velocity Commerce Group to discuss how the evolution of CPG e-commerce, with specific Amazon examples, plus mention of the rise of direct to consumer will set up for our Case Study (Oars & Alps).

Kristin Secora

Director of Brand Marketing Oars & Alps

FOR CPG, SMALL INNOVATIONS ARE THE BIG IDEA

In the CPG industry, data-driven insights may help to drive media and retail considerations. However, when it comes to true marketing innovation, CPG brands tend to rely on human-centered insights to help drive a brand’s next Big Idea and lead a consumer through the path to purchase. A cola and candy bar brand puts names on its packaging. A whiskey brand introduces a chatbot in-store to help guide shoppers to the right brand for their tastes. A challenger nut brand changes its packaging so that it stands up (and stands out) on shelves in-store.

This presentation will show examples of what CPG brands are doing to innovate and remain relevant, while also keeping the consumer/shopper at the center. It will show how CPG brands use a human-centered approach toward innovation, and how they use technology to work with consumers (rather than alienating them).

Doug Ehninger

Director, Business Leadership Blue Chip

HOW TO LEVERAGE ALEXA ON THE CUSTOMER JOURNEY

While many brands have been trying to crack the code on voice shopping, The Mars Agency and Amazon will share what it looks like at the forefront. Over the first half of 2019, Amazon and The Mars Agency have partnered with leading brands, like Campbell Soup Company, to pilot new voice-shopping engagement approaches that generate growth for brands such as Goldfish. We will share how to leverage these tactics for your own brand, what results you can expect, as well as how these point toward the future state of voice shopping and what’s next on the horizon.

• Learn how to leverage voice channels along the path to purchase
• Hear from Amazon what voice shopping levers are available to you
• See results from a voice shopping case study between Amazon, Campbell’s and The Mars Agency

Karimah Knowles

Customer Vice President, E-commerce and Omnichannel Campbell’s Snacks