Growing Bricks and Mortar Brand In A Digital World
In today’s digital world, the role of bricks in mortar is forever changing. Traditional bricks and mortar retailers rely heavily on digital pathways to find new customers and gain loyalty with existing ones. How can a traditional bricks and mortar retailer compete in today’s digital world? In this session, Jeff York, Co-CEO of Farm Boy sits down to discuss how this Ottawa-based fresh food chain has been able to expand in the middle of a digital evolution in retail. A great in-store experience has lead to expanded brand awareness, which has enabled Farm Boy to flourish.
The Truth About Today’s Consumer
What are the most pressing demands of today's consumers? Digital influence, convenience factors, frictionless execution, exceptional service and experience to name a few. The Retail Council of Canada, in collaboration with research tool WisePlum & Microsoft, published a study in December 2017, based on 5,000 consumer surveys, that took an honest and detailed look at the habits, preferences, and frustrations of Canadian Consumers when it comes to purchasing online or in-store. The resulting data provides a revealing look into the mind of today's consumer, unveiling little known truths about both the benefits and pain points faced by shoppers, regardless of the channel. In this session, retailers and industry experts come together to discuss the most relevant insights, and what they mean for retailers going forward today.
A Customer First Strategy
AM CONCURRENT SESSION
Blended campaigns, 2018 and beyond
Today’s retail marketer must feel as though they are in a constant state of flux. Marketing budgets for campaigns are constantly shifting, digital marketing continues to grow, and traditional print marketing goals and strategies continue to evolve. This session will take a look at what is driving this change. Examples of the polar extremes in today’s flyer world will be explored, and both modern and traditional methods of marketing campaigns will be reviewed. The goal of this session is to acknowledge the reality of how consumers want to be reached today, tomorrow, and beyond.
AM CONCURRENT SESSION
Is Facebook dead for retailers?
Facebook completely changed the social media game for retailers in January 2018 with a major update to their algorithm. As part of this update, the company explicitly stated that brands can expect to see a decline in their ability to reach people via their Facebook business page. Given this, and the many other changes Facebook has made, it leads to a logical question: should retailers continue to invest valuable time and resources in Facebook? During this lively and interactive session, we will answer this important question and share best practices based on our experience with more than 400 brands in 20 countries. You can expect to walk away with a thorough understanding of how the Facebook algorithm works and how your company can best adapt to the platform's recent changes to drive real-world sales.
LUNCH & NETWORKING
PM CONCURRENT SESSION
The Truth About Quebec Consumers
When expanding across Canada, even the most successful retailers ultimately end up asking themselves the same question. How can we translate our brand experience to identify with the unique qualities of Quebec Consumers? Language is only part of the issue, cultural differences, different tastes, preferences and expectations are all part of the complex Quebec equation. In this session, Christian Bourque, Executive Vice-President of Leger will discuss how to crack the quebec code. Christian will provide insights on how to appeal to the Quebec consumer, and turn a retailer’s fries into Poutine.
PM CONCURRENT SESSION
The Advantage of Advanced Analytics and AI
With the exponential growth of digital commerce, many retailers were forced to “go global” overnight. At the same time, the Canadian retail landscape has polarized with the growth of the discount and luxury segments. To survive, brands must create a unique experience by leveraging advanced analytics and artificial intelligence. In this session Jennifer Lee, Partner, National Retail Leader and Consumer Analytics Leader will review Deloitte’s Omnichannel Customer Experience Index of 200 retailers in 14 categories. Jennifer will highlight best practices for implementing an omnichannel strategy, and what Canadian retail marketers should invest in to compete against formidable international competition.
2018 Retail Marketing Innovation Achievement Award
As part of the 2018 RCC Retail Marketing Conference, we host a Retail Marketing Innovation Achievement award. This award is given to a retailer who has demonstrated in the past year (2016 until now) an innovated, in-market program, product or service that has had measurable success and moved their organization forward. The innovation can be attributed to either internal or external progress.
Presented By :
New Technologies That are Transforming Consumer Engagement
Roots Canada’s mission is to make shopping at Roots an exciting, convenient and seamless experience for their customers. In this session, James Connell, Vice President eCommerce & Marketing will demonstrate how Roots is using emerging technologies to meld the digital and physical worlds to reinvent how it connects with consumers and provide a shopping experience that is personalized and frictionless.
Brand is the new Black
How storytelling wins share in the digital age
Stories are how we remember things. Features, benefits and pricing are being commoditized in the digital marketplace. This makes it very difficult for retail brands to stand out and break through against both local and global competitors. See how great retail brands are winning share through great brand storytelling. You will learn how to build your own brand story by leveraging digital, print, social and other existing assets to turn browsers into customers and customers into passionate ambassadors. Using classical story telling structure, master storyteller and brand architect Howard Chang, CEO of Top Drawer Creative, will take you on a fun and engaging journey on how to use story to differentiate your brand through a deeper connection with the customer.
The Future of Selling in a Post-Digital World
Since the release of Doug Stephens’ first best-selling book The Retail Revival, change in the global retail sector has accelerated beyond even the boldest forecasts. As predicted, online giants like Amazon and Alibaba.com are growing at a dizzying pace. Hundreds of well-known brick and mortar retailers have closed their doors, and brands and retailers across categories are struggling to understand the shifting needs and expectations of a new consumer. Stephens will show you that this is only the beginning. From online to bricks and mortar, the very concept of what stores are, how consumers shop them, and even the core economic model for revenue will be profoundly reinvented. Changes are sure to affect not only retailers large and small but any business with a stake in the global retail industry. Drawing on research from his new book, Reengineering Retail: The Future of Selling in a Post-Digital World, Stephens will share actionable strategies that will separate the winners and losers in the market and show you what smart brands and retailers are doing today to secure their place in the hearts and minds of tomorrow’s consumer.