June 24, Day 1
Workshop day: Prioritizing and Maximizing Digital Investments
7:00 am - 8:00 am
Registration and Breakfast
8:00 am - 8:10 am
Program Director Opening Remarks
8:10 am - 8:20 am
Chairperson Opening Remarks
Luke Beatty -
SVP Digital Commerce,
Acosta Group
8:20 am - 8:40 am
Keynote: Identifying and Capitalizing on Micro-Moments to Drive Growth
Steve Chasen -
Vice President Channel & Customer Marketing,
Campari America
Tik Tok trends, box office blockbusters and music festivals have become culturally relevant micro moments for brands to propel growth. How can you identify the next White Lotus-like and Negroni Sbagliato (With Prosecco in it) phenomena? What does it take to take advantage of these opportunities? Steve Chasen, Vice President, Channel & Customer Marketing for Campari will share lessons learned from recent campaigns to help you:
- Create processes to identify micro-moments throughout the year
- Develop content creation strategies tailored for micro-moments to create demand
- Integrate your brand across multiple channels to maximize brand visibility
- Measure the success of micro-moment strategies
8:40 am - 9:00 am
Digital F&B Partner and Client Case Study by Pantheon
Executive Speaker, Pantheon
9:00 am - 9:40 am
Panel Discussion: Enhancing Collaboration Across Brands, Retailers and Partners to Drive Sales During Periods of Economic Uncertainty
David Zucker -
Executive Vice President, Chief Marketing Officer and GM Maxi/Canada,
Perdue Farms
Tiffany Hicks -
Senior Vice President, Sales,
Chicken of the Sea
Jake Nebergall -
Vice President of Strategy & Innovation,
Dine Brands Global
Retailers are frequently updating the mix of capabilities used both digitally and in-store that can impact a brand’s presence. How can brands, distributors and retailers better collaborate to improve how products show up? Hear from a cross industry panel of digital leaders who will share strategies to improve communication, break down silos and more, including:
- Understanding retailer requirements to drive an efficient content syndication strategy
- Engaging on rates and reviews to make customer-centric enhancements
- Partnering to improve how products show up on the digital shelf
David Zucker
Executive Vice President, Chief Marketing Officer and GM Maxi/CanadaPerdue Farms
9:40 am - 10:00 am
Digital F&B Partner and Client Case Study by TAG
Executive Speaker, TAG
10:00 am - 10:35 am
Panel Discussion: Mastering the Digital Shelf, Strategies to Maximize Brand Presence Online
Emily Bibeault -
Director, eCommerce,
Campari America
Lauren Freedman -
Senior Director, Integrated Marketing and eCommerce,
Kellanova
Jennifer Angelus -
Director, Digital Shelf Capabilities,
Danone
Securing a prominent position on the digital shelf is critical for brand visibility and success. However, navigating it and optimizing it in algorithm-driven environment remain ongoing challenges. What should you be measuring? How do you respond to ratings and reviews? Hear from a cross-industry panel of digital leaders who will discuss how to win the digital shelf, including:
- Determining how to select the types of content to invest in
- Developing a robust methodology to update PDPs with a large product portfolio
- Driving efficiencies to optimize the digital shelf
- Leveraging a digital shelf scorecard to benchmark against good
Lauren Freedman
Senior Director, Integrated Marketing and eCommerceKellanova
10:35 am - 11:05 am
This Is How We Brew It Morning Networking Break
Join us for a mid-morning refresher and explore the latest innovations that can help you advance digitally.
Grab some popcorn and take a seat in our Innovation Theater to watch demos and learn about the latest innovations in eCommerce and digital technology and solutions and how your peers and competitors are leveraging them.
Innovation Theater Partner:
- Demonstration hosted by
11:05 am - 12:00 pm
Round Tables
Eric Martell -
Founder,
Pear
Select two topics from the list below and join an in-depth conversation with your peers to share your experience, network, and learn from like-minded professionals sharing the same challenges and interests. These discussions will take place in two 25-minute rotations. Interested in demonstrating thought leadership as a round table discussion leader? Contact alex.cherkovets@wbresearch.com
Table Topics:
Table 1: Shoppable Media and RMNs
Eric Martell, Founder, Pear
Table 2: Topic TBD,
Executive Speaker, MikMak
Table 3: Topic TBD
Executive Speaker, InMarket
Table 4: Topic TBD
Executive Speaker, Pantheon
Table 5: Leveraging Shoppable Media to Increase Share of Wallet
Track A - Elevating Digital Internally & Externally
1:15 pm - 2:00 pm Workshop 1: Elevating Digital and eCommerce Acumen: Building a Culture of Digital Literacy Matt Van Glider - Director, eCommerce and Digital Experience, SpartanNashRaising the digital IQ of the organization has become a top priority to raise the profile of eCommerce and digital marketing. From the C-suite to the front-line, discover how cultivating a shared knowledge base can drive innovation, efficiency and collaborative success. Find out how to:
- Develop and lead digital and eCommerce education to different levels and departments internally
- Translate eCommerce speak to the language of sales
- Leverage strategies to engage leadership in the ongoing learning and adoption of digital and eCommerce best practices to drive growth
Track A - Elevating Digital Internally & Externally
2:00 pm - 2:45 pm Workshop 3: Digital F&B Partner and Client WorkshopInterested in demonstrating thought leadership as a workshop facilitator? Contact alex.cherkovets@wbresearch.com
Track B - Optimizing Channel Growth
1:15 pm - 2:00 pm Workshop 2: Revamping the Digital Shopping Experience to Drive Loyalty and Growth Zac Wilson - Executive Director, Digital Commerce, The Raley’s CompaniesRaley's, a Sacramento-based regional grocer was named the second fastest growing retailer in 2022 by the National Retail Foundation. In an effort to differentiate their offerings, Raley's made the decision to own the digital experience, setting off a two-year journey to build a new web and app experience aligned to the brand's mission and purpose. Zac Wilson, Executive Director, Digital Commerce will share lessons learned and new best practices, including:
- Capturing the voice of the customer to identify customer expectations
- Implementing personalization to create a customized shopping experience
- Using customer feedback to make enhancements aligned to the future roadmap
Track B - Optimizing Channel Growth
2:00 pm - 2:45 pm Workshop 4: Digital F&B Partner and Client Case StudyInterested in demonstrating thought leadership as a workshop facilitator? Contact alex.cherkovets@wbresearch.com
2:45 pm - 3:15 pm
A Mix and Flamingle Break
3:15 pm - 4:15 pm
Private Tasting – Invite-only
Interested in demonstrating thought leadership as a keynote presenter? Contact alex.cherkovets@wbresearch.com
Brands and retailers alike are increasingly under pressure to deliver value to consumers. As consumers continue to move toward digital first experiences, there is an opportunity to encourage this and offer value through coupons, rewards and more. Hear how one retailer rolled out an app and email strategy to engage consumers and drive loyalty, including:
- Crafting onboarding educational emails that engage multiple generations
- Implementing a digital-only coupon strategy across email and the mobile app
- Utilizing data and personalization to meet customers where they are in their stage of digital adoption
Interested in demonstrating thought leadership as a keynote presenter? Contact alex.cherkovets@wbresearch.com
Today’s vast array of shopping and product offerings are challenging brands to cut through the noise and deliver value to drive loyalty. Ben Spell, CEO of Good Ranchers has prioritized data approaches to drive customer acquisition and personalize experiences to drive growth with minimal ad spend. Hear lessons learned from this emerging brand to help you stand out in a competitive category, including:
- Identifying your target audiences and defining personas
- Finding and engaging new audiences digitally
- Implementing loyalty programs that encourage customer retention
