Innovative Commerce Marketing @ Microsoft

The days of consumers following a straight path to their purchases are long gone.  Even the circuitous “customer journey” is constantly being challenged by innovative new technology, consumer behavior and channel dilution.  Whether you’re a packaged goods or a software-as-a service company, a considered purchase or an impulse buy, companies must continue to be innovative in the way they generate commerce, or they risk being outflanked by their competitors.  This ANA INNOVATIVE COMMERCE conference will immerse you into the world of the latest innovations in Commerce that lead to brand growth, from industry leaders in URL to IRL, Direct to Consumer (DTC), Click and Collect / Buy Online Pick Up in Store (BOPIS), experiential flagships, social commerce and more.  

when

Start: Tuesday, October 29, 2019 at 8:30am

End: Tuesday, October 29, 2019 at 2:35pm

WHERE

Microsoft
Building 36
16255 NE 36th Way
Redmond, WA 98052

Registration Pricing

Client-Side Tier Platinum Tier Gold Tier Silver Tier Individual Nonmember
Registration
Registration Client-Side Tier $0 Platinum Tier $100 Gold Tier $200 Silver Tier $350 Individual N/A Nonmember N/A

For issues processing your registration or to ask further questions about this event, please contact registration@ana.net


Agenda

TIME EVENT DETAILS LOCATION
Tuesday, October 29, 2019
8:30am
- 9:15am
BREAKFAST

9:15am
- 9:25am
OPENING REMARKS

9:25am
- 10:05am

RETAIL REIMAGINED

Has digital swallowed all retail economic activity? Where does customer experience fit into all of this? And is it true that the future of retail is a hybrid of physical and digital? In this contrarian point of view on retail, Head of Brand Studio for Microsoft Advertising’s Geoffrey Colon explains why we should never ever believe articles saying “Retail is dead.” It’s better to write articles titled retail has been “Reimagined.”

What you’ll learn from this customer experience presentation focused on human-centered design:

  • Imagine knowing your customer so well you could predict every purchase they will make in the next six months.
  • Imagine empowering your store employees with data to instantly recognize a customer and hand them products before they even knew they wanted them. 
  • Imagine delighting customers with lightning-fast fulfillment and real-time flexible delivery enabled
    by an efficient supply chain. 
  • Imagine new retail store models that bring the ease of digital shopping and experience of brick and mortar together, enabling real-time personalized recommendations, click and collect, and in-store digital assistants. 

Katy Hunter
Senior Director, Product Marketing Microsoft Advertising
10:05am
- 10:45am

ADIDAS: CHANGING LIVES WITH THE CUSTOMER EXPERIENCE

At adidas, putting the athlete at the center of the experience with the brand is critical. And in this age of focus on the “customer journey”, putting the athlete as a consumer in the middle of their journey to the product – with an experience that builds their understanding of the technology and their enjoyment of their sport – has never been more important. Hear from Matt, as he talks about how to build that consistent customer experience, whether it is in the direct to consumer adidas-owned flagship, via premium wholesale partners or even franchised partners, and how it contributes to the consumer’s lifestyle.

Matt Kelly
Global Director Procurement: Retail + Marketing adidas
10:45am
- 11:05am
NETWORKING COFFEE BREAK

11:05am
- 11:45am

THE WYZE WAY TO BUILD A BUSINESS & A BRAND

Founded by four ex-Amazonians, Wyze Labs is on a mission to democratize smart home technology. Wyze operates on the core principle to treat our users as friends. That means we listen to feedback from our customers to build products that are easy to use and incredibly affordable, while working to build an emotional connection between our customers and us. Hear about how we've been successful in growing our business in a few short years from a viral product to a complete smart home solution that will continue to innovate and challenge the industry.

Amie Hsu
Director of E-Commerce Wyze Labs
11:45am
- 12:25pm

ACCELERATING NEW BRANDS THROUGH E-COMMERCE

Oars & Alps, a natural, non-toxic premium skin care line with an outdoorsy edge, catapulted to the wellness scene in recent years, launching on Amazon with sustained growth of 30-50% MoM, leading to distribution in other retailers, the most recent being Target. Hear from co-founder and CEO (Laura Cox) on how this brand disrupted the wellness space, with their innovative product line up targeted toward men, with a relentless approach to natural skincare ingredients. Co-Presenter, Joe Scartz from TPN’s consultancy, Velocity Commerce Group to discuss how the evolution of CPG eCommerce, with specific Amazon examples, plus mention of the rise of direct to consumer will set up for our Case Study (Oars & Alps).

Kristin Secora
Director of Brand Marketing Oars & Alps
Joe Scartz
Chief Digital Commerce Officer Velocity Commerce Group, a TPN consultancy
12:25pm
- 1:15pm
LUNCHEON

1:15pm
- 1:55pm

FOR CPG, SMALL INNOVATIONS ARE THE BIG IDEA

In the CPG industry, data-driven insights may help to drive media and retail considerations. However, when it comes to true marketing innovation, CPG brands tend to rely on human-centered insights to help drive a brand’s next Big Idea and lead a consumer through the path to purchase. A cola and candy bar brand puts names on its packaging. A whiskey brand introduces a chatbot in-store to help guide shoppers to the right brand for their tastes. A challenger nut brand changes its packaging so that it stands up (and stands out) on shelves in-store.

This presentation will show examples of what CPG brands are doing to innovate and remain relevant, while also keeping the consumer/shopper at the center. It will show how CPG brands use a human-centered approach toward innovation, and how they use technology to work with consumers (rather than alienating them).

Doug Ehninger
Director, Business Leadership Blue Chip
Darick Maasen
Associate Creative Director Blue Chip
1:55pm
- 2:35pm

HOW TO LEVERAGE ALEXA ON THE CUSTOMER JOURNEY

While many brands have been trying to crack the code on voice shopping, The Mars Agency and Amazon will share what it looks like at the forefront. Over the first half of 2019, Amazon and The Mars Agency have partnered with leading brands, like Campbell Soup Company, to pilot new voice-shopping engagement approaches that generate growth for brands such as Goldfish. We will share how to leverage these tactics for your own brand, what results you can expect, as well as how these point toward the future state of voice shopping and what’s next on the horizon.

  • Learn how to leverage voice channels along the path to purchase
  • Hear from Amazon what voice shopping levers are available to you
  • See results from a voice shopping case study between Amazon, Campbell’s and The Mars Agency

Karimah Knowles
Customer Vice President, eCommerce and Omnichannel Campbell’s Snacks
Bree Glaeser
Director of Innovation & Voice Practice Lead The Mars Agency

Cancellation Policy and Notes

No refunds will be granted for any cancellations or for 'no shows.' Unused registrations/applications have no monetary value and cannot be credited to future years or events. ANA will not issue refunds or credits due to failure to redeem a discount coupon during the registration process. You may transfer your registration to a colleague at no additional cost.