October 15 - 16, 2018
Convene Conference Center, 32 Old Slip, New York, NY
DAY ONE | MONDAY, OCTOBER 15, 2018: HUMAN SENSIBILITY. ROBOT STRATEGY
8:00 am - 8:40 am Continental Breakfast & Registration for All Attendees at the TECHSHOWCASE LOUNGE
8:40 am - 8:45 am Welcome Remarks and Ice Breaker
8:45 am - 8:55 am Chairperson’s Opening Remarks
8:55 am - 9:15 am KEYNOTE: I SAY HEY – WHAT’S GOING ON?
Consumer behavior and spending has shifted, causing seismic changes in how luxury businesses are thinking about product merchandising and distribution. Kick start your strategic thinking and learning process as this panel debates the following questions:
•What is retail going to look like in the next few years and what are strategies to branch out beyond that?
•How have you seen the sales mix change with respect to direct to consumer to the importance of specialty/department stores and are there certain KPIs associated with the shift in the sales mix?
•What are opportunities in the market for brands to be successful given all those changes?
•What are the ways that luxury is changing in approach to customers
•What are key factors by which companies are differentiating themselves among the crowd?
•How are companies navigating change management with stakeholders?
9:35 am - 10:15 am PANEL: THE FRESHEST AND THE NEWEST – THE BEST TOOLS TO STAY ON TOPAngela Gruszka - Marketing and Creative Vice President ABC Carpet & Home Srinivasan Rajamanickam - Senior Director Tapestry
How are you using tech to optimize your workload or connect with customers? Tune in as panelists share their favorite tools for:
•Social media analytics
•Tracking across channels
•Capturing people in buying cycles
•Understanding past behavior
•Post consumption reporting
Angela GruszkaMarketing and Creative Vice President
ABC Carpet & Home
Srinivasan RajamanickamSenior Director
10:15 am - 10:55 am Morning Refreshments & Networking Break at the TECHSHOWCASE LOUNGE
10:55 am - 11:35 am CASE STUDY: FROM BOGO TO BEST IN CLASS: MOVING A BRAND FROM DISCOUNT TO PREMIUMDoug Zarkin - VP, CMO Pearle Vision Luxottica
Anchored in the world of Buy One Get One and other heavy discounting to propel brand topline growth, learn how Doug Zarkin and his team put the brands' discount past behind them and restored the power iconic status as the nations premier eye care brand.
Doug ZarkinVP, CMO Pearle Vision
11:55 am - 12:15 pm CASE STUDY: WHEN IS TECH HIGH TOUCH AND WHEN DOES IT DILUTE YOUR BRANDFredrik Bjork - CTO The RealReal Rati Levesque - Chief Merchant The RealReal
When it comes to customer facing technologies, the delicacy of implementing tech that is consistent with your brand experience cannot be overemphasized. Our panel of experts will sound off on successes and missteps when it comes to taking a more traditional industry and infusing it with new tech.
•Ex: How do you implement a bot program without destroying your brand
•Using big data and analytics for customer insights unobtrusively
•Automation and how much of your service can you automate? What other efficiencies can you bring but still provide the service level?
Rati LevesqueChief Merchant
12:15 pm - 1:15 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 LAB1:15 pm - 1:25 pm Chairperson’s Afternoon Address
TRACK A: TECH INNOVATION LAB1:25 pm - 2:05 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
TRACK A: TECH INNOVATION LAB2:05 pm - 2:25 pm Tech + Review
Solutions provider and client will present a use case with results.
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 PASSPORT1:15 pm - 1:25 pm Chairperson’s Afternoon Address
TRACK B: GRAB YOUR PASSPORT1:25 pm - 2:05 pm PANEL INTERACTIVE: LEVERAGING CHINESE SOCIAL MEDIA TO BUILD BRAND AWARENESS AND ENGAGEMENT Thais Schaller - E-Commerce Executive Director Peter Thomas Roth
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
TRACK B: GRAB YOUR PASSPORT2:05 pm - 2:25 pm Tech + Review
Solutions provider and client will present a use case with results.
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 STUDIO1:25 pm - 2:25 pm CHAMPAGNE RESULTS ON A BEER BUDGET
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
TRACK A: TECH INNOVATION LAB2:25 pm - 3:05 pm PANEL INTERACTIVE: PERSONALIZATION – A WORD SO OVERUSED IT HAS BECOME BOTH NONSENSICAL AND DEEPLY IMPERSONAL Jamie Johns - Director of Merchandising Birchbox
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.
Jamie JohnsDirector of Merchandising
TRACK A: TECH INNOVATION LAB3:05 pm - 3:25 pm FIRESIDE CHAT: .C.R.M. starts with Y.O.U. 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
TRACK B: GRAB YOUR PASSPORT2:25 pm - 3:05 pm CASE STUDY INTERACTIVE: PROVIDING THAT NEXT FRESH EXPERIENCE TO BOOST BRAND AWARENESS AND LEAD CUSTOMERS DOWN THE PATH TO PURCHASE
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
TRACK B: GRAB YOUR PASSPORT3:05 pm - 3:25 pm CASE STUDY: DELIVERY AND FULFILLMENT Christopher Barefoot - VP, Communications & Guest Relations Opus One Winery
Finding a clear line and a strategy to get the product to people on time.
Christopher BarefootVP, Communications & Guest Relations
Opus One Winery
TRACK C: THE STUDIO2:25 pm - 3:25 pm UNDER THE INFLUENCE: TAPPING INTO READY MADE AUDIENCE ENGAGEMENT, BUT #AD WHAT PRICE? Stacy Mackler - Vice President, PR & Communications Lancôme
Influencer marketing can be seen as a nebulous hole, a drain for marketing dollars that has lost the authenticity that once made it so powerful. Others would posit that the influence remains, that if you look at it from audience perspective first by starting with the work, starting with the creative, then you will be inviting the engagement you seek. We’ll delve into this polarizing marketing tactic from both sides to help craft your strategy for navigating the world of influencer marketing:
•Taking advantage of the reach, awareness and engagement you get when you tap into their audience.
•Learning how to repurpose the content for other brand usage.
•Fatigued by influencers? Leaning into the next wave: internal, nano, and micro influencers as the face of your brand.
•Balancing restrictions like #ad against presenting a message that has authenticity
•Shifting from one to multiple influencers
Stacy MacklerVice President, PR & Communications
3:25 pm - 4:05 pm Refreshment Break & Networking in the TECHSHOWCASE LOUNGE
4:05 pm - 4:45 pm I CAN SEE YOUR HALO HALO HALO or HOW I LEARNED TO STOP WORRYING AND LOVE DIGITAL BRAND ENGAGEMENT or WHAT’S ATTRIBUTION GOT TO DO, GOT TO DO WITH IT?
On the flip side of the “where are the directly attributable sales from social media investments” is the maddeningly elusive yet undeniable “halo” effective of digital marketing on sales. Brand engagement is a good thing, whether or not you can prove it with google analytics. This panel will tell you why.
•When did we all become so obsessed with data?
•Times have come where we have to take the leap, the way we used to invest in tv and print without hard numbers!
•Why digital native brands are opening stores
•How to explain the impact when a customer interfaces with multiple digital touchpoints and then makes a purchase in-store
•Data and tech connecting the experience online and offline instore
•Centralizing the use of multiple tracking technologies to form a clear picture of your customer
•Using online to drive traffic to the store, being able to credit that
4:45 pm - 5:45 pm Collaborative Roundtables with Wine & Beer
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 Presented by Dealmoon
•ROUNDTABLE B: VR – BUZZWORTHY, NECESSARY BUSINESS STATEGY, OR HOT AIR? Presented by Bluecore
•ROUNDTABLE C: IS THIS ORGANIC? USING PINTEREST TO DRIVE SALES
•ROUNDTABLE D: I’M WORTH IT How can we preserve a luxury brand without constantly offering discounts and promotions?
•ROUNDTABLE E: I APPRECIATE YOU! What do loyalty programs mean today versus days of lore?
•ROUNDTABLE F: CRACKING DOWN ON COUNTERFEITS
•ROUNDTABLE G: MONEY MONEY MONEY MONEY Payment processing, international payments, etc.
•ROUNDTABLE H: FOR TRAVEL – INCENTIVES AND EXCITEMENT TO BOOK DIRECT
•Dining or spa credits
•Achieving rate parity
•Third Party Incentives Providers
5:45 pm - 6:45 pm Welcome Party at the TECHSHOWCASE LOUNGE
Recommended – Have a client with each solution so attendees can solicit feedback in person on the product from a peer.