DELEGATE GUIDEBOOK RETAIL ADVERTISING & MARKETING SYMPOSIUM - STRATEGY, MEDIA, CREATIVE, FLYERS & MORE - RCC Retail Marketing

APRIL 30, 2015
                       INTERNATIONAL CENTRE, MISSISSAUGA

        RETAIL ADVERTISING &
        MARKETING SYMPOSIUM
        STRATEGY, MEDIA, CREATIVE, FLYERS & MORE

                         DELEGATE
                        GUIDEBOOK

#RACevent15
Questions? #RACQA15

2015 RAC SYMPOSIUM
   AGENDA
   7:00 a.m.
   REGISTRATION
   7:30 a.m.
   CONTINENTAL BREAKFAST - EXHIBITOR BOOTHS OPEN

   8:15 a.m.
   WELCOME & OPENING REMARKS
      Darrell Cook, VP Retail Strategy, Geomedia & RAC Symposium Chair

   8:30 a.m.
   OPENING KEYNOTE: LEADING THE CHARGE - HOW CANADA’S LEADING SPORTING GOODS
   RETAILER IS EMBRACING DIGITAL RETAIL TO ENHANCE THE CONSUMER EXPERIENCE
      Frederick Lecoq, SVP Marketing & E-commerce, FGL Sports, Ltd., Marks
      In the ever-evolving retail industry, new trends are continually emerging which influence the
      customer experience. With virtually infinite media options available and a move from dicta-
      tion to conversation, it is vital that brands re-imagine their marketing and in-store strategies to
      stay ahead. Nowhere is this more pertinent than in the world of digital retail where the role of
      marketing is increasingly driving customer experience.
      One brand that is breaking ground in the emerging world of digital retail is Sport Chek, Canada’s
      largest national retailer of sporting goods, footwear and apparel. A member of the Canadian
      Tire Corporation Family of Companies, Sport Chek has embarked on a multi-year initiative to
      digitize its retail stores and provide customers with a personalized and interactive shopping
      experience. By combining the best brands and active lifestyle advisors in sporting goods, with
      breathtaking digital signage and innovative services, Sport Chek is delivering a world-class retail
      environment in an extremely competitive market.

   9:15 a.m.
   BIG AL’S OMNICHANNEL TRANSFORMATION WILL REQUIRE COLLABORATION
      Chris Parsons, E-commerce & Marketing Lead, Big Al’s Aquarium Supercentres
      For over 30 years, Big Al’s has provided its patrons with the largest selection of aquariums,
      aquarium furniture, and aquarium supplies, as well as an extensive variety of marine fish, live
      corals, goldfish and tropical fish.
      With the radical transformation in how consumers shop, led by the rapid adoption of
      smartphones and tablets, Big Al’s recognizes the need to enable consumers to purchase
      products where and whenever they are ready to buy. An omnichannel retailer requires a well-
      orchestrated blend of digital and traditional channels working as one to create deeper, more
      lasting relationships with customers.
      In this session, learn how Big Al’s, as a new player in the omnichannel market, will begin to
      provide the full omnichannel experience; shifts in technologies and system requirements will be
      instrumental, and most importantly, organizational changes and collaboration will be necessary
      to better align activities and incentives.

   10:00 a.m.
   NETWORKING BREAK - EXHIBITOR BOOTHS OPEN

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10:30 a.m.
STRONGER CONSUMER INSIGHTS WITH RETAILERS AND CPGs WORKING HAND IN HAND
  David Buckingham, President, US, Aimia
  Adrian Sosa, SVP, Membership and Analytics, BJ’s Wholesale Club
  Retailers have traditionally owned the shopper relationship and have held powerful loyalty
  data close to their chests, while manufacturers have typically struggled with fierce brand
  competition for shelf space and have had to cobble together third-party and survey data to
  meet their shopper research needs. However, the retailer landscape has changed dramatically,
  becoming an omnichannel environment, with growing e-commerce leaders, and showrooming
  and webrooming prevalent with many shoppers.
  Improved data technologies and insights have become the recipe for success for retailers and
  CPGs alike and working together has been the key to successfully unlocking customer insight.
  Find out how the landscape has changed with BJ’s and Aimia sharing their experience of
  working together, along with Kantar Retail to truly unlock the power of customer data within
  the club channel. Utilizing advanced analytics, smart software, and CPG vendor support, BJ’s are
  bringing customer insight into all levels of the organization’s decision making. BJ’s and Aimia
  will explain how their partnership has evolved to deliver benefits for the retailer, CPGs, and
  shoppers alike.

11:15 a.m.
SOCIETY 3.0 - THE FUTURE OF WORK, SKILLS, AND RETAIL IN A TECHNOLOGY
DRIVEN WORLD
  Dr. Tracey Wilen, Thought Leader, Global Speaker, Media Contributor
  Rapid changes in society and technology have changed work, talent management and
  employment. The modern workplace requires that individuals and firms both actively engage
  in workforce preparation for future employment to ensure personal, corporate, and
  national prosperity.
  This multimedia presentation focuses on the current forces that impact work and skills
  and careers. This visual presentation will illustrate how industries such as healthcare, media,
  manufacturing, automotive, and retail have been transformed in a relatively short period of
  time with advice for both employers and employees. Key learnings from the book “Society
  3.0” are included.
  Societal Changes—How globalization and societal forces have created a new workplace.
  Technology Innovations—What technologies are changing the work, skills and careers?
  The Future of Work—What will work look like in 2020?
  Future Skills—What new skills are required in a digital world?
  Evolution of Education—How do we shift from a classical world to a digital world?
  The Future of You—How you can stay employed for life.

12:00 p.m.
LUNCH

1:00 P.M.
RAC LIFETIME ACHIEVEMENT AWARD PRESENTATION
  Morris Saffer, President, Saffer Group

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1:15 p.m.
   A CHAT WITH TODAY’S WOMEN SHOPPERS
      Darrell Cook, VP, Retail Strategy, Geomedia
      Many retailers customize the shopping experience around women shoppers. The reason,
      beyond all the stats that favour women, is that women predominately make more decisions
      in the household for many others including children and elderly. But what do we really
      know about a woman’s shopping habits and preferences? In this panel discussion, we will be
      interviewing a group of women from diverse backgrounds and life stages and delving into a live
      chat to tell us how they begin their shopping journey and most importantly their likes & dislikes.
      We will explore all types of shopping experiences along with their attitudes for different media
      preferences including; flyers, direct mail, coupons, digital ads, mobile marketing, social media
      and more. We will also explore their path to purchase by different categories and unveil the
      secret sauce for marketing to these women.

   2:00 p.m.
   THE CRUCIAL ROSE OF 360° CUSTOMER EXPERIENCE IN RETAIL TODAY
      Joe Jackman, CEO, Jackman Reinvents
      Five years ago, Fast Company featured a story wondering “How Would a 360° Customer
      Experience Work?” The idea of a holistic approach existed only as a question and some notions
      about what the future would hold. In today’s hyper-connected retail landscape, a 360° approach
      to customer experience is not only advantageous, it is vital to survival.
      Successful retail strategies have always put the customer at the centre. Historically, retailers
      simply figured out what consumers needed or could be persuaded they wanted, and made
      that available in as accessible and compelling a way as possible. The degree of engagement
      between retailer and customer consisted of outbound communication and in-store experience.
      Today, enabled by technology and an increased array of choices, the increasingly empowered
      consumer easily compares options across channels, amplifies their choices and opinions across
      social media networks, rewards those who create and deliver value across dimensions, and
      leaves a valuable trail of leverage-able information. The retailer that has not connected the dots,
      and fails to adapt to both profound changes and subtle nuances, is at great risk.
      In this session, Jackman Reinvents CEO, Joe Jackman will examine the continuum of customer
      experience, share a reinventionist’s perspective on what customer experience is and means
      today, and, drawing upon Jackman case history, provide the principles for shaping winning 360˚
      customer experience.

   2:45 p.m.
   FDSA 2015 FLYER ENGAGEMENT STUDY
      Allison Fraser, Manager, Paid Media, The Home Depot & FDSA Board Chair
      With the increased demand of mobile and other technology in the consumers’ hands, retail
      marketers have been expanding the reach to consumers with multi-channel marketing
      messages. How has this impacted their use of traditional marketing and specifically their use of
      flyers in their marketing mix? Are consumers moving away from the physical flyer in favour of
      other digital communication methods? The Flyer Distribution Standards Association continued
      to explore the consumer engagement with the retail flyer. Together with Newspapers Canada,
      they conducted research to measure usage of printed flyers, online flyers, catalogues, samples
      and coupons to establish how frequently Canadians would like to receive flyers and determine
      what actions were taken as a result of viewing a flyer/coupon, samples, etc.

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3:00 p.m.
NETWORKING BREAK - EXHIBITOR BOOTHS OPEN

3:30 p.m.
CONFIDENCE THROUGH BRAIN SCIENCE, AT THE SHELF AND IN STORE
  Diana Lucaci, CEO, True Impact Marketing
  “If I had asked people what they wanted, they would’ve said faster horses.”
  - Henry Ford
  The success of customer-centric and experiential retail marketing hinges on customer
  understanding. In addition to traditional research methods, such as surveys or focus groups,
  marketers now rely on objective neural measurements to determine what people want and how
  they truly feel. After all, people usually act on how they feel, not what they say. Neuroscience and
  biometrics technologies complete the big picture by measuring a customer’s gut feeling reaction
  to a package or an environment. This results in highly predictive, never-be-seen insights.
  Join us to learn about:
  - The science of motivation and the latest methods of measuring customer intelligence
  - Neuroscience tips for marketing effectively in the digital space
  - Designing better packaging and a better customer experience in store
  - The impact of physical and printed media on the brain
  - The future of retail through objective consumer insights

4:00 p.m.
WHAT’S NEXT? THE ROLE OF CANADIAN RETAIL INTERNATIONALLY
  Drew Green, Founder, SHOP.CA

4:30 p.m.
HOW PEOPLE, IDEAS AND CULTURE CAN POWER AN INTERNET CENTURY BUSINESS
  Rafe Petkovic, Head of Industry, Retail, Google Canada
  Technology is changing at lightning speed, propelling businesses and consumers to change
  faster than ever before. Today’s most successful organizations build a culture that attracts ‘smart
  creatives,’ and harnesses the collaborative ingenuity of their people to do amazing things and
  do them faster. But most companies today are built to minimize risk and not maximize freedom
  and speed. Canadian industry is slow by (mis)design. Rafe Petkovic will talk about the changing
  internet century and share lessons about how Google attracts the best people, imagines the
  unimaginable and makes big bets on the future.

5:00 p.m.
CLOSING REMARKS & CONFERENCE ADJOURNS

5:15 p.m.
NETWORKING COCKTAIL RECEPTION - EXHIBITOR BOOTHS OPEN

6:30 p.m.
EXHIBITOR PRIZE DRAW

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2015 RAC SYMPOSIUM
   SUPPORTING ORGANIZATIONS
   RETAIL ADVERTISING & MARKETING CANADA (RAC)
   Retail Advertising and Marketing Canada (RAC) exists to provide a
   forum for retail advertising and marketing professionals to meet,
   discuss vital issues, explore trends, exchange ideas and experience
   dynamic presentations featuring renowned retailing experts. The
   fulfillment of that mission is achieved through i) hosting events
   that attract top-level speakers on retail advertising ii) providing
   exposure and networking opportunities to members and iii)
   commissioning research or developing industry knowledge and
   disseminate it to RAC members and the retail community.

   RETAIL COUNCIL OF CANADA (RCC)
   Retail Council of Canada (RCC) is the Voice of Retail in Canada
   representing more than 45,000 store fronts of all retail formats,
   including department, specialty, discount, and independent
   stores, and online merchants in general merchandise, grocery
   and drugs. Its membership represents over 75% of all retail sales
   in Canada. RCC is a strong advocate for retailing in Canada and
   works with all levels of government and other stakeholders
   to support employment growth and career opportunities in
   retail, to promote and sustain retail investments in communities
   from coast-to-coast, and to enhance consumer choice and
   industry competitiveness. RCC also provides its members with
   a full range of services and programs including education
   and training, benchmarking and best practices, networking,
   advocacy, and industry information. RetailCouncil.org
   @RetailCouncil @RCCMySTORE

   FLYER DISTRIBUTION STANDARDS ASSOCIATION (FDSA)
   Representing a billion-dollar industry, the Flyer Distribution
   Standards Association addresses issues shared by retailers,
   distributors, printers, binderies, transport companies and media
   agencies. The FDSA’s vision is to serve as the national voice of
   the print distribution sector providing leadership and resources
   to the industry and stakeholders and their goal is to promote
   the value of targeted print distribution; to protect the interest
   of its members; to promote uniformity in usage, custom,
   terminology and standards; to maintain standards and an audit
   process for print distribution; to promote and advance the
   responsible use of print distribution.

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