Shopper Marketing, Midwest Chapter

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Shopper Marketing Committee Meeting



I. Knowing your Audience: How Target’s Digital Advertising Begins with their Guests 
(10:00AM – 10:50AM)
Recently voted No. 1 on Internet Retailer's List of the "best digital marketers in e-commerce", Target has been investing in building “Target Guest Access”, a data and ad technology platform that helps identify and reach guests with more relevant ads and offers - showing them products they actually want and can find online or at their local store. 

Learn how Target leverages rich data and ad tech to truly know their guest, reach them in brand safe environments and measures results online and in-store to deliver better marketing performance.      

David Peterson, Vice PresidentTarget Media Network

COFFEE BREAK (10:50AM – 11:10AM)

II. Comcast’s Regional Store & Retail Strategy (11:10AM – 12:00PM)
Comcast has been going through a retail transformation for the last six years.  Previously serving customers in an industrial, utilitarian-style format, Comcast has evolved their business model to become more customer-centric.  Advanced technology has allowed them to focus on shopper insights, customer experience and repeat purchase which has proven successful with their new Xfinity stores in retail locations. Comcast will share key learnings from their expanded presence and growth, including, where they build new stores, how they drive traffic, and how they use data to elevate the brand.

Dan Gillan, Vice President, Sales & Marketing, Comcast  
Nicole Jacobson, Director of Retail Sales, Comcast

LUNCH (12:00PM – 1:15PM)

III. Personalizing Innovation: How MOA Engages with Guests to Deliver Memorable Experiences (1:15PM – 2:00PM)
Mall of America is the nation’s largest shopping center and a leader in retail innovation. The Enhanced Service Portal (ESP) was developed as a communication command center at the Mall to streamline messaging with more than 40 million annual guests across multiple areas of the business, including social media, telecom, security, PR and marketing.

Guests can interact with Mall of America staff in real time through a variety of channels in ESP to track conversations, answer questions and keep an eye on trends to better serve and communicate with guests. 

Jill Renslow, SVP of Business Development | Marketing, Mall of America