Omni-Channel Strategies To Future-Proof Your Business

To chair this session, contact Bill Penney at Bill.Penney@wbresearch.com or call him at 416-574-5164.

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As the consumer’s path to purchase becomes increasingly complex and fragmented, the ability to efficiently scale conversions can become a key competitive advantage for ecommerce marketers of all sizes. But capitalizing on this opportunity requires the ability to reach customers at the right time, with precisely the right message, on any device. In this session we’ll present insights, tips and case studies to help you extend your performance marketing strategy across devices and through the funnel in order to boost sales and improve ROI.

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The rise of eCommerce is forcing brick-and-mortar retailers to push the boundaries of in-store experiences and provide next-level customer service to drive foot traffic. The modern shopper's high expectations have spawned a new experiential retail environment that marries intelligent technologies and innovative brands to create an emotional in-store customer experience. FGL Sports' premier banner, Sport Chek the largest national retailer of sporting goods, footwear and apparel has begun breaking ground in the emerging world of digital retail. Learn how to develop innovative store experiences and create marketing programs that deliver incredible consumer response and business results. Discussion centers around:

• Delivery, experience and personalization. Creating value for the consumer through experiences (stores, brand, advertising and assortment).
• Increasing online traffic and online in-store sales revenue
• Testing the in-store sales impact of replacing print flyers with digital marketing

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Breaking into the omni-channel business does take a giant-leap for brands, and the decision comes from the top. Sometimes, the executives are the ones that need a little nudge for these strategies. The executives on this panel share their tactics as to what points you can deliver to make your C-suite believers by:
• Establishing the need with your CEO for business-wide benefits, de-silo’ing for sales success
• Conducting an internal assessment to build strategies and investments and articulating logistics costs
• Working with IT: getting the department to understand key initiatives for omni-channel success
• Building marketing objectives to relay omni-channel benefits to the customer

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Content is king for marketers today. But content isn’t just for consumers’ entertainment—you need to establish enterprise-wide best practices as to what rules and links are essential to your brand’s SEO plan. The experts on this panel share their best practices in:
• Building fresh and relevant content for SEO optimization
• Curating your brand’s products to ensure your product is relevant in the targeted consumers’ search
• Creating legitimate, valuable content for search engines to rank with essential, relevant keywords
• Incorporating keywords in social and brand content to make your webpage rank higher than your competitors

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With every click, visitors are telling us about their intentions, yet ecommerce teams often fail to listen to what individual visitors are telling them. This results in broadcast messages that consumers are increasingly frustrated with: One study recently showed that almost 70% of consumers are actively unsubscribing, turning off notifications and switching brands because irrelevant content.

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Jennifer is responsible for Danier Leather’s brand evolution, taking existing and new customers on an exciting fashion experience across Canada’s 90 store chain and the digital world. She has delivered on business results by leading this evolution across multiple portfolios: overall art and copy direction, PR, advertising, visual merchandising, store design, digital, ecommerce, research and CRM. Join Jennifer as she discusses her digital roadmap for success.

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To chair this session, contact Bill Penney at Bill.Penney@wbresearch.com or call him at 416-574-5164.

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Direct marketing undoubtedly remains a leading marketing tool. Though brands continue to see success with direct marketing, and consumers enjoy brands’ fresh content….but conversely, consumers are trying to keep private, especially with CASL. The executives on this panel discuss direct marketing data tactics to entice online shopping by knowing the consumers’ favorite products and frequent purchases by:
• Outlining transparent uses of data upon in-store and online purchases
• Connecting with consumers who granted implied consent through CASL through transition period July 2017
• Creating benefits, incentives, and positive experiences to get consumers to share data
• Training employees in-store to collect data and sending an immediate reward for their loyalty

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Grab a refreshment and prepare for the remainder of the day, but be sure to connect with those you haven’t yet met. Broaden your network by utilizing this time.

The proverbial “runway” for Canadian eCommerce companies to capture market share is beginning to close. Continued growth in online retail is spurring a wealth of new competitors and significant increases in digital marketing budgets, making your ability to “cut through” more difficult and more expensive every day. Get insight into how the team at LiveOutThere.com optimizes lead acquisition using a bootstrap philosophy to identifying and targeting consumers:
• Analyze your prospect funnel and determine where budget inputs will have the most impact
• Gather data and create actionable insights with cross-functional teams
• Perfect the “art of the pivot” by optimizing campaign focus on-the-fly
• Measuring your most efficient tactics to drive budget scalability

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The path to digital integration and multichannel marketing has yet to be implemented by many Canadian companies. The larger the company, the more complex and difficult it can be to plan for and implement the shift, which includes making changes to marketing, store operation processes, internal systems and, above all, the company’s culture.

Learn the steps necessary to ensure your company successfully makes that digital shift from RONA’s VP Marketing Claire Bara, whose company has recently embarked on the path to digital integration.
• Discover the step-by-step approach taken by RONA to make the shift, both internally and externally
• Find out how to mobilize the key players
• See the early results and impact digital integration is having on the company

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Selling online through your web store already has its challenges. Imagine selling on multiple marketplaces such as eBay, Amazon, Shop.ca and others. Nonetheless, having a multi-channel strategy can certainly benefit your brand but careful planning, technology integration and operational measures must be in place before going that route. With over 13 years of online experience as a multi-channel retailer of movies and videos games, Alaa Hassan shares key points that must be considered in order to succeed.
• Every marketplace needs a strategy
o Catalog
o Pricing
o Branding
o Marketing
• Technology is key
o Inventory
o Order management
o Logistics
• Meeting customer expectations
o Managing your reputation
o Following marketplace policies
o Delivering top notch service

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These interactive sessions are your opportunity to ask personal Q & A from the presentations and network in a relaxed setting. We also have several new roundtable topics featured during time.

1. Using Digital To Drive In-Store Traffic
Drew Cashmore, Sr. Director, Digital & Shopper Marketing, Walmart Canada Corp

2. Maximizing Every Opportunity To Drive Conversions
Rob Deichert, Managing Director, North America, Criteo

3. Enhancing Customer Personalization - The Digitization of Canada's Leading Sporting Goods Retailer
Frederick Lecoq, SVP Marketing FGL Sports and Marks, Canadian Tire

4. Panel Discussion: Leveraging Social Content To Enhance Your SEO Best Practices
Adam Gizzie, Head of eCommerce, Giraffe & Friends
Glenn Burton, Director, eCommerce, Neatfreak Group Inc

5. Panel Discussion: More Than Likes—Using Social Media For Enterprise-Wide Initiatives
Ekaterina Dobrokhotova, Consumer Engagement Manager, L'Oréal
Di Gallo, Director, Social Media, Indigo
Kristen Johnson, Digital Marketing Manager, Vision 11 Apparel
Jeremy Stobo, eCommerce Manager, DAVIDsTEA

6. The Idea Garden: How To Cultivate Customer Feedback To Grow Innovation
Renee Racine-Kinnear, VP of Customer Experience – Digital, Indigo.ca

7. Panel Discussion: Tips To Obtain Consumers’ Data Information And Earning Their Trust
Indar Chanicka, Manager, eCommerce, Canada, The Body Shop
Neal Bouwmeester, Digital Marketing/Social Media Senior Manager, Nissan Canada Inc.
Kerrie Palmer, CRM Manager, Reitmans

8. Optimized Lead Acquisition: Enhance Your Lead Pipeline By Identifying Your Business Needs
Dave Nagy, VP, Marketing, Live Out There

9. Panel Discussion: Obtaining Executive Approval For Omni-Channel Strategies
Noah Goldberg, Director, eCommerce, Ardene
Craig Hudson, VP, Online Operations, Indigo
Chiara Steffenini, eCommece Manager, EQ3
Chance Nguyen , E-Commerce Manager, Ren's Pets Depot

10. How To Succeed As A Multi-Marketplace Online Retailer
Alaa Hassan, Vice President, iNetVideo.com

11. Automating Personalization With Trigger-Based Notifications
Richard Sejean, Director, eCommerce, Browns Shoes

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