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Immersive Brand Experiences & the Aspirational Shopper

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Immersive Brand Experiences & the Aspirational Shopper WPP GLOBAL RETAIL FORUM MAY 5 & 6 2016 EDEN ROC RESORT MIAMI IMMERSIVE BRAND EXPERIENCES & THE ASPIRATIONAL SHOPPER THANK YOU TO OUR SPONSORS! PLATINUM SPONSORS GOLD SPONSORS SILVER SPONSOR SESSION SPONSORS DESIGN PARTNER PR SPONSOR WELCOME It is my pleasure to welcome you to WPP’s Global Retail Forum, hosted by The Store. We’ve curated a range of topics and cases that represent the leading international trends in retail. With our theme, “Immersive Brand Experiences & The Aspirational Shopper,” we hope to deliver both innovation and inspiration. The sessions today and tomorrow will highlight how data, content and technology are having a huge impact on the ways retail marketers can reach shoppers, and how shoppers experience retail. Brands are under pressure to stay relevant and engage, but by looking ahead to the new tools and technology adoption, the possibilities for personalization are endless. The importance of creativity has never been more critical as we look at the application of technology in our environment. The future of retail will optimize physical stores, with increased emphasis of “soft” digital experiences within them. In this session, we will also look at retail in the context of society. Retail helps facilitate the fundamental need for people to connect with one another. The rise of social networks and Big Data enables marketers to not only have a better understanding of consumers but to engage in long-term shared values that can foster innovation and open up new markets. Please open your mind to the ideas presented today and feel free to ask questions. Even if you work in different categories than our speakers cover, there will be many concepts to apply to your business. Please ask questions. We are eager to have you engage and connect with your peers in the room over the next two days. Regards, Gwen Morrison CEO, The Americas and Australasia, The Store–WPP AGENDA AGENDA THURSDAY, MAY 5 9:00 Welcome and Opening Remarks Gwen Morrison, CEO, The Americas and Australasia, The Store–WPP and Bob Thacker, MC 9:15 The Future of Luxury Experience—From Retail to Virtual to the Avant-Garde Lucie Greene, Worldwide Director, The Innovation Group, J. Walter Thompson Experiential luxury is a hot topic and fast-growing focus of the luxury space. How is this being transformed by innovators to create new, compelling retail experiences, exhibits, engagement platforms and immersive landscapes? 9:35 Evolving a Brand Experience to Win New Customers Scott Burger, President, The Americas, PANDORA PANDORA Jewelry is on a journey to reinvent itself for the modern consumer. The company has taken bold steps, from a more contemporary brand positioning and product assortment to an expanded omni-channel footprint and digitally driven media mix. Hear how this strategy is attracting new consumers and driving brand love and double-digit, year-over-year growth. 10:10 Why Visit a Store When You Have No Reason To? Megan Cheesbrough, Director of Global Retail & In Store Excellence, Arc’teryx Alasdair Lloyd-Jones, President & CSO, SET It takes more than beautiful design, architecture and product innovations to draw people to retail. Captivating consumers through brand experience is really what drives people to stores even when there’s especially no reason to go. Alasdair and Megan will delve into the magic formula behind engaging consumers at retail. Snack Break 11:00 Realism & Idealism: Understanding the Gen Z Consumer Jamie Gutfreund, Global Chief Marketing Officer,Wunderman Gen Z are the tsunami behind the Millennial wave. They are highly realistic, success oriented and economically cautious, presenting unique challenges for brands. This presentation will provide insights and case studies about Gen Z’s purchasing behaviors that demonstrate why this group is so influential and how brands can future-proof themselves for the next generation of shoppers. 11:20 Grey Goose Flight Path Tom Swift, Global Vice President & Managing Director, Grey Goose Vodka Tom will share how Grey Goose creates extraordinary experiences for the migratory luxury consumer. 11:40 People-Powered Brands Gwen Morrison, CEO, The Americas and Australasia, The Store–WPP Brands have evolved beyond creating connections to inspire deeper levels of emotional support. While the rise of social networks enables marketers to have a better understanding of consumers’ life interests. Leading brands use emotion to inspire advocacy and action. 11:50 Seismic Shift: Understanding the New Social Media Caitlin Francke, Sr. Partner, Head of Social Media Practice, Catalyst, part of GroupM Connect This talk will address the changes social media has undergone and what it means for retail marketers. 12:00 Bright Lights, Big City, Small Boxes-Designing Retail for New York Norms Iva Guarino, Corporate Innovation Initiatives Manager, Lowe’s Carly Tysh, Senior Designer, FITCH This year, Lowe’s opened their first New York City locations, and the brand had to make major changes moving into the city center. Lowe’s and FITCH studied the urban consumer and created customer journey and product decisions based on the “New York Norms.” Lunch - Sponsored by 1:45 Macy’s Transformation into an Entertainment Brand: A Q&A with Bob Thacker Joe Feczko, Senior Vice President, Macy’s, Inc. Entertainment is part of Macy’s culture. Joe shares how content delivered via mobile is the link between customers and stores. 2:10 Turning Off TV, Turning On Touchpoints Jon Bird, Global Managing Director, Labstore As lifestyles and media habits become increasingly digital, global and social, it’s more challenging than ever to connect with consumers and shoppers. In a fast-paced, highly visual presentation filled with case examples, Jon will showcase how leading brands are successfully embracing touchpoint theory along the new “pinball path to purchase.” 2:30 Connecting AdTech and MarTech for a Ford Customer Journey Mikkel Larsen, Client Director, Mindshare Using Kitewheel and an omni-channel data driven approach, Mikkel will share how Ford linked dealer visits with the digital customer journey, substantially increasing Ford Denmark’s marketing performance. Snack Break 3:20 The Role of Culture and Social in Shopper Behavior John Burn, Head of Multicultural, Geometry Global Christian Martinez, Head of Multicultural, Facebook New research reveals how culture plays a significant role in shopping behavior. While there is vast literature on the US Hispanic consumer, very little has been done to understand Latino cultural value dimensions and their profound impact on shopper mindsets. This session shares cases where CPG brands have leveraged these new insights in-store and through social networks that heavily influence purchase decisions. 3:45 Taking the Coke Brand Experiences from Good to Great Joe Lampertius, Global CEO Shopper Marketing, Grey How do you take something considered best in class across its category and make it even better? This session will show case examples of how Grey took Coke from very good and globally known experiences to GREAT brand experiences at retail. 4:00 Taking Netshoes to New Heights with Mobile Marcelo Castelo, CEO/Partner and Co-Founder, MUV Brazil-based Grupo Netshoes is one of the most successful ecommerce retailers in Brazil specializing in athletic footwear. This year they did something unprecedented to drive traffic and sales to two of its brands’ mobile channels with amazing results. 4:20 Fitting Retail Strategy into a Digital World Alia Kemet, Media Director, IKEA North America Retail innovation requires a game changing mindset. Learn how IKEA is putting digital and content marketing to work. Closing Remarks Gwen Morrison, CEO, The Americas and Australasia, The Store–WPP and Bob Thacker, MC Cocktail Reception—Sponsored by AGENDA FRIDAY, MAY 6 8:30 Welcome Gwen Morrison, CEO, The Americas and Australasia, The Store–WPP 8:40 Remarks Karen Guggenheim, Director, Burson-Marsteller 8:50 Retailing in an Internet of Things Age: The New Opportunities David Roth, CEO, EMEA and Asia, The Store–WPP The Internet of Things will have profound implications across every dimension of retail, customer and Shopper Marketing. David will explore this new inflection point in retail and uncover the practical implications and opportunities. 9:15 “The New Moments of Truth”: How Technology Will Enable Better Reach, Resonance and Returns Bryan Gildenberg, Chief Knowledge Officer,Kantar Retail The world of 2016–2020 will provide retailers and brand owners with a multitude of new tools to create new “moments of truth” with their shoppers across the digital ecosystem. This presentation establishes some guiding principles for what tools should be aligned to accomplish this, by looking at three key objectives for these new “moments.” 9:40 Personalized, Contextualized and Localized: Leveraging New Technologies Gwen Morrison, CEO, The Americas and Australasia, The Store–WPP with: Simon Callan, Director of Business Development, Foursquare Bill Hall, Vice President, Business Innovations, Rockfish Beth Ann Kaminkow, Chief Operating Officer,Wearable Experiments Tarun Nimmagadda, Founder and Co-Chief Executive Officer,Mutual Mobile Lorenzo Vallone, Chief Technology Officer,Mirum Miami When does a customer enter a retail space? What will be the next device to facilitate shopping? Our team of tech experts will share their views on the future of retail innovation. 10:10 Making the Cut: Inside Devil’s Cut Bourbon’s Virtual Reality Experience Emily Carpin, Senior Brand Activation Manager, Beam Suntory Courtney Stark, Group Account Director, Geometry Global In 2015, Jim Beam and Geometry Global launched the first ever 4D tasting for Devil’s Cut Bourbon. Get a look at how the cutting-edge experience came to life in bars, the lessons learned and the future of immersive experiences. Snack Break 11:00 Scan and Awaken Shoppers’ Passion Damian Rubens, Trade and Shopper Marketing Manager, Kimberly-Clark Damian discusses the culture and passion that is fueling Kimberly-Clark’s retail solutions and will share new shopper-facing moments that build affinity and trigger purchase.
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