Throughout Day 1 & Day 2

Wednesday, November 3, 2021
11:00 AM - 11:10 AM (EDT)

What you can expect on Day 2. Opportunities to interact.

11:10 AM - 11:55 AM (EDT)

The Experiential Renaissance is Here: A Conversation on What’s Next in Luxury Retail: After staying home for over a year, the world is clamoring for human connection and in-person experiences. But in this new age of retail, experiences will look different: what role will physical stores have in this evolving landscape? In this conversation, Greg and Daniel will discuss how luxury retailers like Diageo are embracing the experiential renaissance—for example, Diageo’s Johnnie Walker Princes Street, a new multi-million-pound attraction that allows visitors to be immersed in Scotch whisky. They will also dive into the role experiences play in building lifelong connections with consumers.

We’ll cover:

  • How luxury brands are creating experiences—like Johnnie Walker Princess Street—in the new era of retail.
  • What role physical retail (and physical experiences) play in an increasingly virtual world.
  • How experiences help brands collect consumer insights that help build and foster long-lasting customer relationships.
11:55 AM - 12:05 PM (EDT)

Audience Engagement & OmniShopper Award Winner Announcement for In-Store Marketing: On-Shelf Campaign

12:05 PM - 12:25 PM (EDT)

If you’re not a little curious as to how Direct to Consumer (DTC) can power your brand, you should be. DTC is more than a sales channel; it’s a connection channel that enables brands to develop meaningful relationships with new and existing customers. Brands that get this right will be well positioned to realize the near and long-term benefits. Join Google and Publicis to understand the unique value proposition an effective DTC strategy has for both brands and consumers.

This discussion will address:

  • What consumers look for in DTC brands
  • What brands stand to gain through an effective DTC strategy
  • How your brand can build your DTC capability, today
12:25 PM - 12:35 PM (EDT)

Audience Engagement & OmniShopper Award Winner Announcement for In-Store Marketing: Store/Aisle Reinvention

12:40 PM - 1:25 PM (EDT)

Today’s complex and ever-changing marketplace requires customer facing functions to rethink their strategic approach to omni-channel and how work gets done. We must go beyond traditional tactics and integrate new and evolving platforms, digital marketing, e-commerce, retail media, etc. These have become crucial ways we influence today’s consumer, shopper, and customer, along their journey.

The CEN Organizational Alignment Work Group collaborated to assess what gets in the way of how work gets done, skill gaps, and options for organization design and ways of working. The output is best practices and key principles that can be tailored to guide organization optimization so that customer facing teams can deliver a more holistic customer strategy and activation to facilitate accelerated long term sustainable growth.

  • This session will explore these complementary skills and capabilities in the context of considerations leaders will need to embrace as they evolve organizational structures and ways of working to satisfy a new and dynamic workforce.
  • The audience will be exposed to potential organizational optimization options that can enable more nimble resource deployment to leverage new working styles and environments.
  • This session will also help the audience understand best practices and key principles around collaborative ways of working and cross functional alignment.
1:25 PM - 1:35 PM (EDT)

Audience Engagement & OmniShopper Award Winner Announcement for In-Store Marketing: Product Display (Long Term)

1:35 PM - 1:55 PM (EDT)

Candy is a crucial part of Halloween celebrations and seasonally designed packs reign supreme. So when H-E-B cut their factory buy of priority pack-types by 18.3% during a “pandemic” holiday, it left a gap in Hershey’s in-store assortment, and possibly the shopper experience. What Hershey realized was that Halloween wasn’t the only thing that mattered to the H-E-B shopper. H-E-B is not only a Texas favorite, they are also Dia de los Muertos diehards, and it manifests at the store level in merchandise, display, promotions, community sponsorships and more. This presented a unique opportunity to connect with H-E-B shoppers who overwhelmingly identify as Hispanic. In fact, they are two times more likely to have both Hispanic and American cultures integrated into their lives. We understood while our specific shopper may be American by nationality, she makes no bones about her strong connection to her ancestry. Halloween and Dia de los Muertos happen within days of each other, creating the perfect opportunity for Hershey to drum up candy cravings at H-E-B while appealing to the shopper’s appreciation for culture as well as her tendency to shake up traditions with her family. Combining our shopper’s love for family and heritage, we reimagined how she uses Hershey to celebrate Dia de los Muertos. We successfully redirected shoppers to reach for themed creations vs. themed bags with a new way to celebrate and create traditions during the Dia De Los Muertos celebration with a Sugar Skull Candy tray. Activating across multiple retailer, influencer and digital media tactics- we brought the solution to life in a relevant and holistic way. The program closed and exceeded our factory order gap through non-seasonal party bags and reached 121.4% sell through!

  • Agility in shopper planning- don’t be afraid to adjust your sails when faced with a sizeable challenge. Taking risk and thinking outside of the box allows for further and deeper learning across the retailer ecosystem
  • Opportunity through deep understanding- diving headfirst into our shoppers’ demographics, psychographics, lifestyle, purchase behavior and more; you can uncover new usage occasions and build a relationship with them
  • Get key stakeholders on your side- demonstrating both the insight, alignment to the retailers’ priorities, and size of the opportunity to the sales team & retailer is both critical from a sell in standpoint but also from an execution standpoint (compliance)
1:55 PM - 2:05 PM (EDT)

Audience Engagement & OmniShopper Award Winner Announcement for In-Store Marketing: Product Display (Temporary)

2:05 PM - 2:20 PM (EDT)
2:20 PM - 3:00 PM (EDT)

Social Media is offering new features on a weekly basis: TikTok helps facilitate social commerce, Instagram is expanding Reels and Shops and YouTube is starting to capitalize on Shorts. Users can finally initialize and finalize a purchase inside social media apps without leaving them. This means a smoother transaction and a better user experience. In order to better push short form videos and maximize online sales, your company can leverage influencer marketing and it’s crucial to know the do’s and don’ts. Alessandro Bogliari, CEO & Co-Founder of The Influencer Marketing Factory will share more about the latest trends within influencer marketing, social commerce and live streaming shopping.

3:00 PM - 3:10 PM (EDT)

Audience Engagement & OmniShopper Award Winner Announcement for Integrated Path to Purchase Activation

3:10 PM - 3:50 PM (EDT)

Store traffic is up. Retailers are building stores at a pace not seen in years. And many CPGs are enjoying substantial sales growth in physical stores. But as the pandemic recedes, how do CPGs and their retail partners create new growth in the year ahead?

Using concrete examples of what’s happening at retail today, we’ll examine the innovations in physical store experience and design that are helping CPGs and their retail partners create new, sustainable growth. We’ll cover:

  • Delivering delight at retail. How brand partners are working with retailers to deliver shopper delight, and create the destinations and experiences that grow revenues.
  • Innovation, imagination, and bold choices. We’ll share who’s unlocking new possibilities in the physical store today, and what’s coming tomorrow.
  • Taming the checkout paradox. It’s the #1 pain point, yet retailers and forward-thinking CPGs are helping turn this into a better, more profitable experience.
3:50 PM - 4:00 PM (EDT)

Prize Winner Announcements & Day 2 Wrap Up