October 14 - 15, 2019
New York, NY
DAY ONE | MONDAY, OCTOBER 15, 2018: HUMAN SENSIBILITY. ROBOT STRATEGY
8:00 am - 9:00 am Continental Breakfast & Registration for All Attendees at the TECHSHOWCASE LOUNGE
9:20 am - 9:40 am THE EMPEROR HAS A SMARTPHONE: HOW ONE HIGH TOUCH, HARD LUXURY BRAND IS WORKING TO ADOPT A DIGITAL CULTURE - AND YOURS CAN TOOJill Manoff - Editor-in-Chief Glossy Kristina Buckley Kayel - VP, Communications Van Cleef & Arpels
Change is not easy, especially when it comes to the evolution of an industry for whom tradition and old world service is a core value. With consumer expectations and desires changing as fast as you can hit refresh, savvy companies know that refusing to adapt hurts their most cherished intention, an exquisite client journey, and so a way must be found. Join Kristina Buckley Kayel and Jill Manoff for a chat on how change can be managed, and exciting, when you take a strategic, comprehensive approach to it. Takeaways will include how to advocate for digital adoption and best practices for involving your entire company across departments.
Kristina Buckley KayelVP, Communications
Van Cleef & Arpels
9:40 am - 10:20 am THIS MORNING, ON THE TONIGHT SHOW: THE FRESHEST AND THE NEWEST – THE BEST TOOLS TO STAY ON TOPJill Manoff - Editor-in-Chief Glossy Angela Gruszka - Marketing and Creative Vice President ABC Carpet & Home Srinivasan Rajamanickam - Senior Director Tapestry Brandon Coleman III - President Del Frisco's Grille Abhi Yadav - Founder and CEO Zylotech
How are you using tech to optimize your workload or connect with customers? Join this staggered, Tonight Show style panel that builds the discussion person by person. Tune in as panelists share their favorite tools for pursuits as everyday or esoteric as:
- Social media analytics
- Tracking across channels
- Voice tech
- Capturing people in buying cycles
- Understanding past behavior
- Post consumption reporting
- Scaling a high touch, high feel personal approach
Angela GruszkaMarketing and Creative Vice President
ABC Carpet & Home
Srinivasan RajamanickamSenior Director
Brandon Coleman IIIPresident
Del Frisco's Grille
Abhi YadavFounder and CEO
10:20 am - 11:00 am Morning Refreshments & Networking Break at the TECHSHOWCASE LOUNGE
11:00 am - 11:20 am CASE STUDY: COLLABORATIVE COMMERCE & THE FASHION COMMUNITYJeffery Fowler - President, North America Farfetch
Back in 2011, Time Inc. predicted that “Collaborative Consumption” – better known as “The Sharing Economy” – would be one of the “10 Ideas That Will Change the World”. Companies like Napster and Zipcar proved the model in the early days and paved the way for tech giants like Spotify, Uber and Airbnb, just to name a few. What these companies have in common is a business model that efficiently matches supply and demand without ever having the need to own physical inventory of the products they are selling.
Farfetch has brought a similar marketplace model to the global luxury fashion industry, uniting a rich community of brands (creators), boutiques (curators) and buyers (consumers) to rapidly scale in our first decade as a business. This case study will highlight the benefits of the “collaborative commerce” business model as applied to the luxury fashion industry and, in the process, aim to provide insights to…
- Brands and Retailers that may be thinking about the evolution of their distribution strategy
- Tech companies and entrepreneurs that are considering where to focus their investments in growth
- Solutions and service providers that are currently or potentially interested in partnering with platform business
Jeffery FowlerPresident, North America
11:40 am - 12:00 pm FIRESIDE CHAT: EXPANDING YOUR BRAND REACH THROUGH PARTNERSHIPSGuy Griggs - Executive Advertising Director - Finance, Tech, Media, and Auto Verticals The New York Times Raymond Warren - Senior Manager, Media & Multicultural Cadillac
How are you picking your placements/partnerships, and how you evaluating the ROI? Join Raymond Warren and Guy Griggs for this fireside chat into Cadillac’s impact on culture, and brand building, through its presence in high profile events and your newsfeed.
Raymond WarrenSenior Manager, Media & Multicultural
Guy GriggsExecutive Advertising Director - Finance, Tech, Media, and Auto Verticals
The New York Times
12:00 pm - 1:00 pm Lunch for All Attendees
It’s not easy to get buy in for the investments and perspective shifts that new technology demands. This track will delve in to how to evaluate new partners, advice for building support and buy in, and working with your vendors to get the ROI you need.
TRACK A: TECH INNOVATION LAB1:10 pm - 1:50 pm CASE STUDY INTERACTIVE: HOW SOTHEBY’S LEVERAGED PARTNERSHIPS TO PROVIDE AN AUGMENTED REALITY EXPERIENCE FOR THEIR CUSTOMERS Kevin Thompson - Chief Marketing Officer Sotheby's International Realty
The luxury consumer isn’t constrained by geography online or off, and neither should the reach of your business. This track will be your guide to creating borderless omni-channel experiences.
TRACK B: GRAB YOUR PASSPORT1:10 pm - 1:50 pm CASE STUDY INTERACTIVE: LEVERAGING CHINESE SOCIAL MEDIA TO BUILD BRAND AWARENESS AND ENGAGEMENT Thais Schaller - E-Commerce Executive Director Peter Thomas Roth Rose Blackmore - Senior Managing Director of BD & Partnerships, US & Canada Dealmoon.com
How are luxury companies connecting with global elites? It starts with knowing where they get their information from. The Chinese messaging app WeChat has now hit over 1B active users worldwide. Weibo, the micro-blogging platform, has now surpassed Twitter with 340M users. If you thought Instagram and Facebook were challenging, get ready for a whole new world of adventures in digital marketing!
•How companies are connecting overseas without Chinese speaking employees
•Understanding and preparing for challenges when working with the search engine Baidu as a western company
Thais SchallerE-Commerce Executive Director
Peter Thomas Roth
Rose BlackmoreSenior Managing Director of BD & Partnerships, US & Canada
Like an atelier outfit, these topics are in high demand and require careful attention to detail. Join your peers in an intimate workshop setting to check the seams on your strategy, and get notes on alterations!
TRACK C: THE STUDIO1:00 pm - 2:00 pm CHAMPAGNE RESULTS ON A BEER BUDGET Alicia Parker - Director of Marketing The Peninsula Hotels
This session will take a stategic look at marketing budget, processes and systems you can put in place to make your life, and that of your team, more efficient.
•How to make choices in distributing budget to reach your consumer
•Parsing opportunities for social media advertising in terms of which audiences are most accessible on different platforms
•Types of content that are the most successful
Alicia ParkerDirector of Marketing
The Peninsula Hotels
TRACK A: TECH INNOVATION LAB1:50 pm - 2:30 pm PANEL INTERACTIVE: PERSONALIZATION – A WORD SO OVERUSED IT HAS BECOME BOTH NONSENSICAL AND DEEPLY IMPERSONAL Karin Kopano - General Manager Hotel 50 Bowery Debbie Johnsen - Digital Marketing Director The Watergate Hotel Joanna Griffiths - Founder and CEO knix John Ballay - CEO and Co-Founder Knot Standard
What does personalization mean to you – and your customer? If it means:
•Efficiently targeting a prospective new customer or existing customer and giving them the right message, at the right time
•Advanced segmentation and targeting strategies
•Customization options through your website
•Leveraging AI and machine learning to gauge new insights in real time
Then this is session is for you. Weigh in on what is working for luxury companies when it comes to building customer loyalty and engagement beyond the buzz of the P-word.
Karin KopanoGeneral Manager
Hotel 50 Bowery
Debbie JohnsenDigital Marketing Director
The Watergate Hotel
Joanna GriffithsFounder and CEO
John BallayCEO and Co-Founder
TRACK A: TECH INNOVATION LAB2:30 pm - 3:10 pm PANEL: TECH SHOULD BE A TOOL THAT ENABLES US TO DO THINGS BETTER, EASIER, AND FASTER WITHOUT BEING A HICCUP OR A RAISON D’ETRE Jill Manoff - Editor-in-Chief Glossy Gregg Tilston - Vice President Sales and Operations Irongate Wine Karina Lopez - Vice President of Marketing & Operations ONE Sotheby’s International Realty
This session will delve into the panelists’ exploration of new tech including voice ordering, in-store displays with mobile notifications, (insert other examples) to discuss:
- Are you targeting one part of the customer journey? Or working towards a holistic system?
- Picking the tech, how many do you want, how do they integrate with each other?
- Allocating budget towards tech solutions, including a cushion for unexpected expenditures
- Allotting human resources in terms of time for training in new tech
- Using tech to enhance interpersonal connections in-store and online
- Once you have initial results, how do you enhance your use to better fit the brand?
Gregg TilstonVice President Sales and Operations
Karina LopezVice President of Marketing & Operations
ONE Sotheby’s International Realty
TRACK B: GRAB YOUR PASSPORT1:50 pm - 2:30 pm CASE STUDY INTERACTIVE: PROVIDING THAT NEXT FRESH EXPERIENCE TO BOOST BRAND AWARENESS AND LEAD CUSTOMERS DOWN THE PATH TO PURCHASE Mari Corella - Head of Digital Merchandising Al Tayer Group
From targeting repeat purchasers to reaching consumers with low brand awareness, brands are exploring storytelling, activations, and other engagement strategies that complement digital communications. Take some #inspo from these examples of:
•Investing in creative more upscale elevated purchase experience or brand exposure
•Educating the consumers on why this is premium, why does this deserve your time, the benefits of becoming brand loyal
•All the different marketing levers you can pull in a unique, fun, relevant way
Mari CorellaHead of Digital Merchandising
Al Tayer Group
TRACK B: GRAB YOUR PASSPORT2:30 pm - 3:10 pm CASE STUDY INTERACTIVE: SALES. NOW. RETRAINING YOUR MIND TO A NEW UNDERSTANDING OF WHAT CONSTITUTES REALISTIC DIGITAL GROWTH Heather Kaminetsky - President Riley Home
Are you committed to growth in the digital ecosystem? It’s a new world requiring a new understanding – including the investments that need to be made to help lay the groundwork for the future of your business. Join Heather for her case study and then be ready to get interactive to weigh in on:
- How to handle conversations requiring proof on ROI before you can even invest
- Finding a commission based solution or something low cost to get things off the ground
- Starting with insight and shopping cart abandonment, then upselling for the next wave, once you have the proof of increased revenue
- Pay attention to conversion rate optimization, funnels, where is your bottle.
- All those changes, all the investment needs to be in the back end, all of our data can be accessible because the website user experience, you have to use all your data portability and be connected.
3:10 pm - 3:50 pm Refreshment Break & Networking in the TECHSHOWCASE LOUNGE
3:50 pm - 4:10 pm FIRESIDE CHAT: C.R.M. starts with Y.O.U.Kim Bhasin - U.S. Luxury Reporter Bloomberg Mary Renner Beech - EVP and Chief Marketing Officer Kate Spade
CRM technology is the digital arm of the age old tradition of client development and relationship building. This session will examine how CRM is being used to bridge the gap between e-commerce and owned retail
• Making sure the in-store experience is positive
• Knowing who your superstar customers are and how they engage
• Unifying all your databases to ensure seamless communication and information sharing
• Preparing to replatform
Mary Renner BeechEVP and Chief Marketing Officer
Kim BhasinU.S. Luxury Reporter
4:10 pm - 4:30 pm HOW START UP MEETS HERITAGE: RE-IMAGINING THE RETAIL PARTNERSHIPOlga Pancenko - COO and VP of Marketing PERRIN PARIS Jennie Baik - Co-Founder and CEO Orchard Mile
From immersive experiences to creative loyalty programs, luxury brands are working to innovate while honoring the weight and gravitas of heritage prestige. Given this balancing act, it is often difficult for heritage brands to remain visible and acquire new customers during a time when one-stop and deep discount shopping has become so prevalent in e-commerce. Join Olga Pancenko, COO and VP of Marketing, PERRIN PARIS and Jennie Baik, Co-Founder and CEO of Orchard Mile as they discuss how the right retail partnerships can help keep storied brands fresh without losing their clout.
Olga PancenkoCOO and VP of Marketing
Jennie BaikCo-Founder and CEO
4:40 pm - 5:40 pm WHAT’S KEEPING YOU UP AT NIGHT? COLLABORATIVE ROUNDTABLESAndrew Berg - President Robert Graham Ben Kruger - Data Insights Strategist Bluecore Rose Blackmore - Senior Managing Director of BD & Partnerships, US & Canada Dealmoon.com Jennie Baik - Co-Founder and CEO Orchard Mile Amanda Willinger - VP, Digital and eCommerce LAGOS Milton Pedraza - CEO Luxury Institute
Join 10-15 of your peers and the roundtable leader to share your challenges and brainstorm solutions in front of mind topics. One hour, two topics: Dedicate 30 minutes to one topic and then rotate to tackle another topic.
ROUNDTABLE A: THE STRUGGLE IS REAL - BALANCING WHAT IS FRESH AND INTERESTING WITH HERITAGE BRAND GUIDELINES Discussion Leader: Andrew Berg, President, Robert Graham
ROUNDTABLE B: PUTTING CONTROL BACK IN THE HANDS OF THE MARKETER: STRATEGIES TO REDUCE CHURN & INCREASE REVENUE Discussion Leader: Ben Kruger, Data Insights Strategist, Bluecore
ROUNDTABLE C: CONNECTING WITH THE INTERNATIONAL CONSUMER, ANYWHERE Discussion Leader: Rose Blackmore, Senior Managing Partner of BD & Partnerships, US & Canada, Dealmoon.com
ROUNDTABLE D: A WHOLE NEW WORLD – HOW PARTNERSHIPS CAN EXPAND YOUR CUSTOMER BASE AND BOTTOM LINE Discussion Leader: Jennie Baik, Co-Founder and CEO, Orchard Mile
ROUNDTABLE E: UNDER THE INFLUENCE: TAPPING INTO READY MADE AUDIENCE ENGAGEMENT, BUT #AD WHAT PRICE? Discussion Leader: Amanda Willinger, Vice President, PR, Digital & E-Commerce, LAGOS
ROUNDTABLE F: THE GUCCI TRANSFORMATION: OPERATING PRINCIPALS FOR TRANSFORMING YOUR BUSINESS Discussion Leader: Milton Pedraza, CEO, Luxury Institute
Ben KrugerData Insights Strategist
Rose BlackmoreSenior Managing Director of BD & Partnerships, US & Canada
Jennie BaikCo-Founder and CEO
Amanda WillingerVP, Digital and eCommerce
5:40 pm - 7:10 pm Welcome Party at the TECHSHOWCASE LOUNGE with Limited Edition Speed Dating
Tired of feeling too shy to say hello? We’re all friendly here! Break the ice with some refreshments and festivities in the TECHSHOWCASE LOUNGE. If you’d really like to switch it up grab one of very limited seats (there are just 20) for Speed Dating where you will have two minutes to connect with the person seated across from you before you move on down the line. (Advance signup at Registration Desk advised, priority seating for retailers)