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Key Sessions

Ashley McCollum

BuzzFeed’s Tasty and the Mad Science Behind Massive Growth

Tasty

Jennifer Fleiss

Co-Founder & CEO of Walmart-Incubated Code Eight: Creating Highly Personalized Shopping Experiences and New Frontiers of Commerce

Rent the Runway & Code Eight

Andrew Blachman

The Gamification of Retail

Tophatter

Ian Adler

Engaging the Shopper ... Through the Eyes of a ‘Wanna Be’ New Yorker

PepsiCo

Jun 14
Show Filter
9:00am - 9:15am

Chair Welcome

9:15am - 10:00am

BuzzFeed’s Tasty and the Mad Science Behind Massive Growth

In a lightning fast world where change is the only constant, BuzzFeed’s Tasty manages to stand out even amidst a crowded field of disruptive digital forces. Hundreds of millions of Tasty users have actually made a Tasty recipe at home and the digital-first brand is now expanding beyond the mobile experience and into kitchens and retail stores across the world. Launched just two years ago, the social food network — known globally for popularizing the overhead cam recipe video — has grown to become the biggest franchise on Facebook, attracting more than 65 million views, and spawning cookbooks, cookware, a smart cooking appliance and now even expanding into retail and grocers. Join Tasty GM Ashley McCollum as she discusses how to create real-world impact using massive social scale and digital advantages, following data and audience signals to huge growth, and the opportunities for all marketers in the democratization of food culture.

  • Ashley McCollum - General Manager, Tasty
more
10:00am - 10:45am

Co-Founder & CEO of Walmart-Incubated Code Eight: Creating Highly Personalized Shopping Experiences and New Frontiers of Commerce

Code Eight, the first company in Walmart’s new technology incubator, is known for introducing new consumer behaviors. For the past year Fleiss has worked to launch and oversee this new startup Code Eight, which will develop highly personalized, one-to-one shopping experiences. Store N°8, Walmart’s tech incubator, was launched in March to identify trends that are reshaping the shopping experience, including virtual reality, robotics and personalized shopping. The goal is to have a fast-moving, separate entity to lay the groundwork for emerging technologies that can be developed and used across Walmart.

  • Jennifer Fleiss - Co-Founder & CEO, Rent the Runway & Code Eight
more
10:45am - 11:30am

Networking break & Demo Zone

Showing of Streams
12:45pm - 2:00pm

Lunch

Showing of Streams
3:00pm - 3:45pm

Networking break & Demo Zone

3:45pm - 4:30pm

The Gamification of Retail

Mobile has opened up a new world of shopping with more options and access to peer reviews - all from the comfort of our own home. The problem? Shoppers are losing the interactive and social aspects of traditional in-store shopping. Realizing the value in the mobile shopping experience, many sellers are moving online, and even gamifying the eCommerce experience. In this session, Andrew will discuss how companies like Tophatter have gamified the retail experience by tapping into the psychologies of shopping and "playing their way" to the hearts of mobile consumers. He will do a deep dive into mastering the art of mobile user acquisition and share his insights into personalizing the path to purchase journey, capturing customer data to drive decisions for UA strategies, and targeting the right customers at the right time. Having achieved an average sell-through rate of 80% - compared to eBay's 40% - Tophatter is proving that real-time, personalized engagements lead to higher acquisition and retention rates.

  • Andrew Blachman - COO, Tophatter
more
4:30pm - 5:15pm

Engaging the Shopper ... Through the Eyes of a ‘Wanna Be’ New Yorker

The retail landscape is undergoing one of its largest transformations in recent history with technology, consolidation, new entrants, urbanization, etc. creating multiple headwinds and tailwinds to navigate. At the same time, shoppers’ expectations for personalization, convenience and quality also continue to quickly rise while having more shopping choices at their fingertips than ever before. Winning in this era requires many things, but at the core is a devout commitment to engaging the shopper in a memorable manner along their purchase path. Join Ian as he shares a motivational story about building loyalty throughout the streets of New York City and an easy-to-apply framework for winning the hearts of shoppers.

  • Ian Adler - Vice President Shopper Insights, PepsiCo
more
5:15pm - 6:15pm

Cocktail Reception

9:00am - 9:15am 15 mins
Chair Welcome
9:15am - 10:00am 45 mins
BuzzFeed’s Tasty and the Mad Science Behind Massive Growth
  • Ashley McCollum - General Manager, Tasty
more

In a lightning fast world where change is the only constant, BuzzFeed’s Tasty manages to stand out even amidst a crowded field of disruptive digital forces. Hundreds of millions of Tasty users have actually made a Tasty recipe at home and the digital-first brand is now expanding beyond the mobile experience and into kitchens and retail stores across the world. Launched just two years ago, the social food network — known globally for popularizing the overhead cam recipe video — has grown to become the biggest franchise on Facebook, attracting more than 65 million views, and spawning cookbooks, cookware, a smart cooking appliance and now even expanding into retail and grocers. Join Tasty GM Ashley McCollum as she discusses how to create real-world impact using massive social scale and digital advantages, following data and audience signals to huge growth, and the opportunities for all marketers in the democratization of food culture.

10:00am - 10:45am 45 mins
Co-Founder & CEO of Walmart-Incubated Code Eight: Creating Highly Personalized Shopping Experiences and New Frontiers of Commerce
  • Jennifer Fleiss - Co-Founder & CEO, Rent the Runway & Code Eight
more

Code Eight, the first company in Walmart’s new technology incubator, is known for introducing new consumer behaviors. For the past year Fleiss has worked to launch and oversee this new startup Code Eight, which will develop highly personalized, one-to-one shopping experiences. Store N°8, Walmart’s tech incubator, was launched in March to identify trends that are reshaping the shopping experience, including virtual reality, robotics and personalized shopping. The goal is to have a fast-moving, separate entity to lay the groundwork for emerging technologies that can be developed and used across Walmart.

10:45am - 11:30am 45 mins
Networking break & Demo Zone
11:30am - 11:45am 15 mins
Track 1: Capturing Consumer Behavior
Chair Welcome
11:30am - 11:45am 15 mins
Track 2: Future of Retail Technology
Chair Welcome
11:30am - 11:45am 15 mins
Track 3: e-Commerce
Chair Welcome
11:45am - 12:15pm 30 mins
Track 1: Capturing Consumer Behavior
Virtual Reality with Eye Tracking: Step into the Future
  • Anne Stephenson - Partner, Explorer Research
more

Virtual Reality with Eye Tracking is the latest technology that allows iterative testing of different environments. This new technology allows for rapid prototyping and will dramatically change how companies innovate. With eye tracking you can measure what is being noticed and how changes in an environment alter behavior and purchases. VR with Eye Tracking allows testing of nudge type techniques where behavioral changes can be effectively measured. Explorer will discuss:

  • How to use VR with Eye Tracking to create a retail section reinvention
  • Different outputs from VR research and how these are used to influence, planograms, merchandising, and signage
  • How VR can be used to test within many different environments to facilitate better design and engagement
11:45am - 12:15pm 30 mins
Track 2: Future of Retail Technology
New Frontiers of Commerce Q&A Session
  • Jennifer Fleiss - Co-Founder & CEO, Rent the Runway & Code Eight
more
11:45am - 12:45pm 60 mins
Track 3: e-Commerce
DOUBLE SESSION: Let’s get “Phigital”: The Converging Worlds of Physical and Digital Customer Experience
  • Brian Dennis - Author, If the Customer's the Copilot, You're in the Wrong Seat & Former VP of Customer Experience, Kohl's Department Stores
more

Despite the buzz about online shopping eclipsing in-store sales, customers ARE shopping in physical stores. In fact, 93% of retail sales still occur in brick-and-mortar stores. However, the customer’s shopping journey is more multifaceted than ever before. Customer Experience is no longer about “physical” or “digital.” Instead, it’s about how the two worlds converge. In this leading-edge double session, attendees learn how innovative companies utilize a combination of people, technology, personalization, and data to create differentiated retail experiences. This will be a hands-on session where attendees will be involved throughout the presentation.

12:15pm - 12:45pm 30 mins
Track 1: Capturing Consumer Behavior
Global Shopping Mindsets That Influence Shopping Behaviors in Their Path to Purchase
  • Kate Deurloo - Senior Manager of Global Shopper Marketing, LEGO Group
more

LEGO Group recently completed a Global Research Path to Purchase Study that enabled us to segment shoppers by looking at intrinsic motivations and behaviors as opposed to purely demographic profiles. Through this research we have identified 6 Global Toy Shopping Mindsets which will influence how, what and where we talk to shoppers to support their toy buying needs in all channels. Additionally we premiered an online shopping community in 2017 to further explore how our shoppers think and get quick feedback on New Products, POS and marketing communication materials.

12:15pm - 12:45pm 30 mins
Track 2: Future of Retail Technology
Want to get Involved?
more

If you would like to speak during this session, please contact Clay Collier Clay.C.Collier@knect365.com or Sarah Scarry Sarah.C.Scarry@knect365.com

12:45pm - 2:00pm 75 mins
Lunch
2:00pm - 2:30pm 30 mins
Track 1: Capturing Consumer Behavior
Maximizing Retail Activations Through with Truly Holistic Customer Data
  • Rich Rizzo - WBA Global Center of Excellence – Panel and Supplier Insights, Walgreen Co.
  • Ashley Gockstetter - Director of Loyalty & Personalized Marketing, Walgreen Co.
more

Walgreens Boots Alliance developed the Viewpoint panel in the US and UK as a way to find the right people, every time for primary research across all of its varied businesses. To date, hundreds of studies have been conducted by matching prior purchase behavior to attitudes surrounding that behavior, ultimately resulting in more targeted, relevant retail activations. This session will focus on the development and creation of the asset, and how it’s been used to help our internal and supplier partners ensure efficient

2:00pm - 2:30pm 30 mins
Track 2: Future of Retail Technology
Leveraging AI for Maximum Engagement Impact with Consumers
  • Ramkumar Ravichandran - Director Analytics & A/B Testing, Visa Inc.
more

AI is fundamentally altering all dynamics in our day-to-day lives, right from the way we consume and process information to what we buy to how we commute, etc. It already has started influencing our behavior, aspirations/motivations and purchase decisions and this will only grow. As a Marketer, you would want to leverage this power to deliver superior purchasing experience to your customers - relevant, timely and emotional. It is the next logical step in the evolution of your Marketing Analytics program and requires a well considered migration plan to realize real potential and quickly. This session will aim to provide the strategic consideration, optimal execution path and relevant transformation levers required to achieve Marketing AI nirvana.

2:30pm - 3:00pm 30 mins
Track 1: Capturing Consumer Behavior
Unlocking More Confectionery Moments to Celebrate the Seasons
  • Michelle Weinrich - CMI Associate Director - Shopper Insights, Mars Wrigley Confectionery
more

Confectionery plays a significant role in the major seasons (Valentine’s, Easter, Halloween, Christmas) - it’s more permissible and more present in many traditions and moments. Shifting cultural & retail dynamics have left little in the retail environment impervious to change, and in recent years we have seen a shift in shoppers’ behaviors when it comes to the seasons, with HH penetration of confectionery declining. Mars Wrigley Confectionery has made a significant investment in robust research to understand the macro trends that are driving overall shopping behavior, and how these trends are impacting the seasons. Join us as we share insights around how the growth of multicultural society and millennials has shaped how the seasons are celebrated and what the impact is for categories like confectionery. We’ll also take a look at the new moments we’re uncovering where confectionery has an opportunity to play and grow.

2:30pm - 3:00pm 30 mins
Track 2: Future of Retail Technology
Want to get Involved?
more

If you would like to speak during this session, please contact Clay Collier Clay.C.Collier@knect365.com or Sarah Scarry Sarah.C.Scarry@knect365.com

2:30pm - 3:00pm 30 mins
Track 3: e-Commerce
Getting Serious About Behavioral Analytics
  • Joseph Davis - Group Director, Shopper & Guest Insights, The Coca-Cola Company
more

Coca-Cola has developed a system-wide model for isolating and taking action against specific shopper behaviors exhibited within our retailers, which has become the cornerstone for our joint business planning approach to building mutual growth. But in the process of building this system capability, it has created a ravenous demand for speed and scale in the data that fuels the framework. Our partnership with InfoScout is accelerating our behavioral analytics and transforming it into real-time, omnichannel capability that can be more easily embedded in our ongoing business routines at all levels. Come see the future of driving shopper conversion through analytic firepower as The Coca-Cola Company USA and InfoScout discuss their work together.

3:00pm - 3:45pm 45 mins
Networking break & Demo Zone
3:45pm - 4:30pm 45 mins
The Gamification of Retail
  • Andrew Blachman - COO, Tophatter
more

Mobile has opened up a new world of shopping with more options and access to peer reviews - all from the comfort of our own home. The problem? Shoppers are losing the interactive and social aspects of traditional in-store shopping. Realizing the value in the mobile shopping experience, many sellers are moving online, and even gamifying the eCommerce experience. In this session, Andrew will discuss how companies like Tophatter have gamified the retail experience by tapping into the psychologies of shopping and "playing their way" to the hearts of mobile consumers. He will do a deep dive into mastering the art of mobile user acquisition and share his insights into personalizing the path to purchase journey, capturing customer data to drive decisions for UA strategies, and targeting the right customers at the right time. Having achieved an average sell-through rate of 80% - compared to eBay's 40% - Tophatter is proving that real-time, personalized engagements lead to higher acquisition and retention rates.

4:30pm - 5:15pm 45 mins
Engaging the Shopper ... Through the Eyes of a ‘Wanna Be’ New Yorker
  • Ian Adler - Vice President Shopper Insights, PepsiCo
more

The retail landscape is undergoing one of its largest transformations in recent history with technology, consolidation, new entrants, urbanization, etc. creating multiple headwinds and tailwinds to navigate. At the same time, shoppers’ expectations for personalization, convenience and quality also continue to quickly rise while having more shopping choices at their fingertips than ever before. Winning in this era requires many things, but at the core is a devout commitment to engaging the shopper in a memorable manner along their purchase path. Join Ian as he shares a motivational story about building loyalty throughout the streets of New York City and an easy-to-apply framework for winning the hearts of shoppers.

5:15pm - 6:15pm 60 mins
Cocktail Reception