October 15 - 16, 2018
Convene Conference Center, 32 Old Slip, New York, NY
DAY ONE | MONDAY, OCTOBER 15, 2018: HUMAN SENSIBILITY. ROBOT STRATEGY.
7:45 am - 9:25 am Continental Breakfast & Registration for All Attendees at the TECHSHOWCASE LOUNGE
8:50 am - 9:00 am Chairperson’s Opening Remarks
9:00 am - 9:20 am THE EMPEROR HAS A SMARTPHONE: HOW ONE HIGH TOUCH, HARD LUXURY BRAND IS WORKING TO ADOPT A DIGITAL CULTURE - AND YOURS CAN TOOKristina 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 (TBD) for a peer-to-peer 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
9:15 am - 9:35 am FIRESIDE CHAT - I SAY HEY – WHAT’S GOING ON?Puja Clarke - GM, Global Merchandise and E-Commerce Tesla
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 fireside chat 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?
- 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?
Puja ClarkeGM, Global Merchandise and E-Commerce
9:35 am - 10:15 am THIS MORNING, ON THE TONIGHT SHOW: 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 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
10:15 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 FIRESIDE CHAT: EXPANDING YOUR BRAND REACH THROUGH PARTNERSHIPSRaymond Warren - Senior Manager, Media & Multicultural Cadillac
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 CASE STUDY 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 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 LAB2:25 pm - 3:05 pm PANEL INTERACTIVE: PERSONALIZATION – A WORD SO OVERUSED IT HAS BECOME BOTH NONSENSICAL AND DEEPLY IMPERSONAL Karin Kopano - General Manager Hotel 50 Bowery Jamie Johns - Director of Merchandising Birchbox Debbie Johnsen - Digital Marketing Director The Watergate Hotel
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
Jamie JohnsDirector of Merchandising
Debbie JohnsenDigital Marketing Director
The Watergate Hotel
TRACK A: TECH INNOVATION LAB3:05 pm - 3:25 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 Ashley Kalus - Digital Brand Manager – Premium Spirits Rémy Cointreau Gregg Tilston - Vice President Sales and Operations Irongate Wine
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?
Ashley KalusDigital Brand Manager – Premium Spirits
Gregg TilstonVice President Sales and Operations
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 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 PASSPORT3:05 pm - 3:25 pm CASE STUDY: CRAFTING AND SCALING LOCAL HOSPITALITY GLOBALLY
Fostering memorable experiences, leveraging customer data, and distinguishing your offering demand all the creativity and care you can muster. Join Javier and Onefinestay for what they have been trying, how it has been received, and how they are planning to fine tune their approach.
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 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
2:15 pm - 2:35 pm HOW START UP MEETS HERITAGE: RE-IMAGINING THE RETAIL PARTNERSHIPMonika Gilmore - VP of E-commerce Oscar de la Renta 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 Monika Gilmore, VP of E-commerce at Oscar de la Renta 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.
Monika GilmoreVP of E-commerce
Oscar de la Renta
Jennie BaikCo-Founder and CEO
4:35 pm - 5:35 pm Collaborative Roundtables with Wine & BeerAndrew Berg - President Robert Graham Jared Blank - SVP, Marketing & Insights Bluecore Jennifer Wang - Co-Founder & CMO Dealmoon.com
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: RETAIL RELEVANCE IN THE NEW AGE OF MARKETING AUTOMATION: CONNECTING PRODUCTS TO CUSTOMERS Discussion Leader: Jared Blank, SVP, Marketing & Insights, Bluecore
•ROUNDTABLE C: CONNECTING WITH THE INTERNATIONAL CONSUMER, ANYWHERE Discussion Leader: Jennifer Wang, Co-Founder, CMO, Dealmoon
•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
Jared BlankSVP, Marketing & Insights