Innovative Commerce

This event is over.

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. We will also focus on the ROI, metrics and measurement of Commerce throughout the customer journey.  

SPECIAL TECHNICAL NOTE: Please check with your technology department in advance of attending this event. Many organizations have restrictions that will prevent you from joining or viewing this event online. The ANA Virtual Tech Spec Document contains the information necessary for your technology group to ensure you have a quality experience.


Agenda

TIME EVENT DETAILS LOCATION
Friday, August 28, 2020
11:00am
- 11:03am
Welcome Remarks

Paul Robinson
Director, Brand Activation ANA
11:03am
- 11:30am

OPTIMIZING THE DIGITAL AISLE FOR BRICK AND MORTAR RESULTS

Discover how Kroger Precision Marketing (KPM) is helping CPG brands win the digital aisle with impact way beyond just online shopping carts. As the past six months have propelled new shopping routines, KPM offers brands a path for moving ahead into 2021 and beyond. Powered by 84.51° data science, and Kroger’s popular loyalty card program, KPM is creating engaging moments for shoppers that inspire purchase online or in-store

Michael Schuh
Director of Product Strategy and Innovation Kroger Precision Marketing at 84.51
Maggie Glacken
Group Manager, Digital Site Experience The Kroger Company
View Video and Presentation
11:30am
- 12:07pm

LEADING WITH PURPOSE, INNOVATION AND AGILITY

Since 1921, White Castle has been known for team member engagement and loyalty. When the COVID-19 pandemic affected business operations and spending, it’s no surprise White Castle didn’t pull back. Instead, they put their people first, hit the gas on innovation and doubled down on brand purpose. From donating meals to frontline workers to delivering real time relevant marketing to developing an automated fry attendant, their response has been mission driven. We’ll share how leading with purpose, innovation and agility can cook up sales success.

Jamie Richardson
VP, Marketing White Castle
Jason Geis
VP, Group Creative Director Blue Chip
View Video and Presentation
12:07pm
- 12:48pm

CANNABIS MARKETING IN 2020: CONSIDERATIONS WHEN MARKETING A FEDERALLY UNLAWFUL PRODUCT

U.S. retail cannabis sales are on pace to rise 40 percent in 2020 and near $37 billion by 2024. Cannabis was deemed an essential good by nearly all applicable state governments during the COVID-19 pandemic. 40,000 Americans are currently in jail for non-violent cannabis convictions.

In this presentation, you’ll learn about the unique challenges and considerations that cannabis marketers face and the opportunities that brands have to enter the industry. Lisa will review current trends and data and provide important context to businesses looking to enter the space.

Lisa Buffo
Founder & Chief Executive Officer Cannabis Marketing Association
View Video and Presentation
12:48pm
- 1:23pm

GOING DIGITAL: HELPING BARS & RESTAURANTS ADAPT TO COVID-19

What do you do when your traditional path to commerce involves a high-touch model that is incompatible with COVID-19? The food and beverage industry has been uniquely challenged by the pandemic and, must adjust their processes to survive. 

Breakthru Beverage Group is a leading North American beverage wholesaler with over $5 billion in annual sales and more than 7,000 associates representing a portfolio of premier wine, spirit and beer brands including Diageo, Tito’s, Constellation Brands, Brown-Forman, Edrington Americas, Heineken and RedBull.

When pandemic struck, BBG needed to provide innovative solutions that would empower their customers in the restaurant and hospitality industry to overcome the challenges of serving customers amid new COVID-19 guidelines. Learn how BBG partnered with BrandMuscle to help customers rapidly deploy a no-touch digital menu platform called SpotMenus, that helps guests feel more comfortable returning to the restaurant and bar scene, and enables BBG and its suppliers to maintain their brand presence.

Richard Mendis
Chief Strategy Officer Brand Muscle
Lisa Faccio
Director of Trade Marketing, National Accounts On-Premise BREAKTHRU BEVERAGE GROUP
View Video and Presentation
1:23pm
- 1:49pm

UNLOCKING BRAND LOYALTY: PROVIDING VALUE & COMFORT IN THE ERA OF COVID-19

Campbell's was in a unique position at the beginning of COVID-19: they saw an increase in sales as people have stocked up for the long haul with packaged goods. Campbell’s wanted to take advantage of the change in behavior and provide real value and comfort in this time of need. Hear from Geoff Schiller, CRO of Group Nine Media, about how they deepened an existing relationship to launch The New Pantry, a new three-phase campaign that leverages content partnerships between Campbell, NowThis, Thrillist, and POPSUGAR. In order to provide comfort to audiences quickly — and within the limitations of a COVID-19 affected world — The New Pantry launched with reimagined assets, remote production, and talent-hosted virtual events. The New Pantry highlights the importance of understanding consumer emotions and needs, and super-serving them with solutions, to unlock brand loyalty.

Marci Raible
Vice President, Global Media & Marketing Services Campbell Soup Company
Geoff Schiller
Chief Revenue Officer Group Nine Media
View Video and Presentation
1:49pm
- 1:51pm
Closing Remarks

Paul Robinson
Director, Brand Activation ANA

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.