ANA Brand Activation Shopper Marketing @ Mall of America (Members-Only Conference)

PERSONALIZING INNOVATION: HOW MOA ENGAGES WITH GUESTS TO DELIVER MEMORABLE EXPERIENCES

Mall of America continues to be an industry leader in retail innovation as the nation’s largest shopping and entertainment destination. Super Bowl LII provided the unique opportunity to deliver bold digital innovations to connect 520 world-class retail, dining and entertainment options to unprecedented amounts of football fans. Guests engaged with Mall of America staff in real time through the Enhanced Service Portal (ESP), a communication command center that streamlines messages across multiple channels. Industry-leading digital directories and AI concierge services guided guests on their journey through 5.6 million square foot retail and entertainment, making guests’ trips more convenient and interactive to deliver unexpected, memorable experiences.

Jill Renslow

SVP of Business Development | Marketing Mall of America

HOW AUNTIE ANNE’S CONTINUES TO THRIVE IN TODAY’S RETAIL ENVIRONMENT

Today’s retail environment can be challenging, but Auntie Anne’s continues to thrive. What are the keys to that sustained success?

• A focus on delivering exceptional products matched by unparalleled service for every single guest.
• Consistent product innovation.
• Expanding the business beyond the four walls of our venues. We’re reaching guests outside of our retail venues and bringing our Pretzels to the People.

Heather Neary

President Auntie Anne's

HOW GEN Z IS ASKING BRANDS TO ENGAGE THEM IN SOCIAL IMPACT INITIATIVES AND WHY YOU SHOULD LISTEN

When we think about some of the most memorable social impact campaigns of our time—from #LikeAGirl to Fearless Girl—we admire them for their unique approach to making a powerful statement. But simply making a statement is no longer enough if you want Gen Z to care about your brand. Gen Z's expectations for how brands engage them around social good is entirely different than older generations and so requires a different approach. To rise above the noise and really get noticed, brands need to give this young consumer an opportunity to join them in their cause-related efforts – this needs to be woven in as an intentional and integral part of the customer journey. As the largest platform for young people and social impact (6 million members ages 13-25 engaging in over 270 cause initiatives on our platform), at DoSomething.org we have proprietary data-driven insights about engaging young people in cause. In this session, we'll share our latest research on what young people really expect from brands + purpose today—from brands they believe are aligned with their values to how they want to be involved in a brand's cause-related efforts. We'll also share opportunities, challenges, and rules to live by when leveraging social impact as a component to your customer journey.

Meredith Ferguson

Managing Director TMI Strategy/DoSomething.org

TOP RETAIL MARKETING TRENDS FOR 2018

RetailMeNot is a platform to engage consumers and influence purchase decisions both online and in-store using strategic promotions, deals and discounts.  In February 2018, RetailMeNot conducted a survey in conjunction with Kelton Global of the present retail environment.  Michelle Skupin, Senior Director of Corporate Communications at RetailMeNot, Inc will share how they have leveraged survey data to anticipate category trends and marketing spend.

Michelle Skupin

Senior Director of Corporate Communications RetailMeNot, Inc.