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10/11/2021

Retail Media in Action ‘Digital Briefcase’

Here’s a primer for the Oct. 12-13 virtual event by the Path to Purchase Institute.

The Path to Purchase Institute’s two-day Retail Media in Action event kicks off on Tuesday, Oct. 13.

Join retail media experts as they share strategies and best practices for their effective 2021 activations, helping attendees build shopper engagement and sales into 2022. The presenters will discuss retailer partnership best practices, tactical activations and organizational strategies, while also presenting actionable ideas for driving brand growth through retail media activation. Additionally, they will analyze the current landscape and forecast the future of retail media.

 

Day 1 Agenda (Oct. 12)
 

Noon Eastern Time
Welcome

 

12:10 p.m. Eastern Time
How Do Paid Search and Retail Media Go from Coexisting to Thriving?
Speakers:
Sara Weitzel, Global Search Lead, Kimberly-Clark Corp.; Rachelle King, Agency Commerce Lead, and JonPaul Rexing, Head of Industry, Retail, Google; and Mara Greenwald, Managing Director, Shop+, and Mike Seiler, U.S. Search Practice Lead, Mindshare

Retail media has changed the digital media ecosystem. Its unprecedented growth has resulted in an entire industry rethinking its media investment strategies. Even though paid search and retail media serve different objectives and are generally funded from different budgets, and given the growth in retail media spend, we still hear that funding is being shifted from paid search to retail media — as if it's an “either or” game. This panel of experts will discuss how to navigate the coexistence between paid search and retail media from competitive to complementary, in a way that benefits all key stakeholders. Key takeaways will include the current dynamics between search/retail media; best practices for managing investment strategies; the importance of 1P data; how brands should prepare now for the future; and how solution providers (like Google) can help.

 

12:55 p.m. Eastern Time
The Pathway to Success Across a Fragmented Retail Media Landscape
Speakers:
Michael Greene, VP of Global Product Solution, and Bobby Figeuroa, General Manager of Commerce Insights, Criteo

Greene and Figueroa will discuss how brands can successfully tackle the challenges arising from online marketplace fragmentation, and measure success to know they’re winning.

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1:25 p.m. Eastern Time
Innovating with Hy-Vee: Omnichannel and Retail Media
Speakers:
Joe Hammond, Group Vice President, Brand Strategy and Insights, Hy-Vee; and Matt Krepsik, Chief Technology Officer, Quotient

Hy-Vee's reputation for excellent service and innovation just scratches the surface of why this employee-owned retailer retains enormous popularity and fierce loyalty across its Midwest presence, regularly earning honors amongst the nation’s favorite supermarkets. Hammond and Krepsik will discuss the retailer’s current and future endeavors across both retail media and omnichannel marketing. Attendees will learn how Hy-Vee's unconventional approach to retail enables them to successfully and nimbly test and learn new programs, lean on technology to innovate and drive sales while their keeping consumers happy and loyal. Additionally, the speakers will discuss what role measurement plays in planning and how it serves as the key to unlocking powerful retail media data and insights.

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1:55 p.m. Eastern Time
The Mondelez Journey: Driving Performance Through Innovation
Speakers:
Yolanda Angulo, Director Customer Marketing, and Stephen McGowan, RVP, Shopper Activation & Strategic Partnerships, Mondelez International; and Rebecca Poolman, General Manager, Strategic Accounts, Quotient

The Mondelez shopper marketing group is laser-focused on elevating digital marketing investment, execution and performance and strives to be at the forefront of digital innovation. As shopping behaviors evolve, Mondelez is embracing shoppers in new ways, reaching them close to the point of purchase, and focused on measurement. This session will focus on the convergence of national and shopper investments and how Mondelez has adopted a “test and learn” mindset. Embracing this mindset and working with the right partners, Mondelez has led the industry on several digital-first initiatives. The speakers will highlight successes and lessons learned from recent performance marketing campaigns and pilots.

 

2:40 p.m Eastern Time
High-Impact Circular: The Print to Digital Transformation of the Weekly Ad
Speakers:
Ben Flaccus, Head of Retail, Undertone; and Meghan Galligan, Director, Digital Marketing, Stop & Shop

Learn how Undertone's performance retail division is helping retailers like Stop & Shop take advantage of digital best practices to deliver dynamic, real-time and personalized offer content at scale. The session will cover the challenge retail marketers face as print decline limits the distribution of weekly ad content; how retailers are embracing print-to-digital transformation strategies to meet consumers where they are most engaged; why the shift to cross-channel digital activation allows retailers to revolutionize promotional content through personalization of real-time offers and messaging; and the performance and insights available to retailers and the future of the digital circular.

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3:10 p.m. Eastern Time
Creator Content and the Omnichannel Buying Funnel
Speaker:
Addie McCauley, Director, Client Development and Strategy, IZEA

Modern brands continue to shift investment to influencer marketing as a way to build awareness and consideration as well as drive purchase behavior. In fact, eMarketer expects that influencer marketing investment will reach $5 billion annually in the U.S. by 2023. While tapping influencers’ authenticity is a powerful standalone tactic, the rise of social commerce and content marketing needs generated by a shift to omnichannel shopping is driving brands to adopt a new approach to influencer marketing. Learn from IZEA, a pioneer in the creator economy, how brands are leveraging creative assets as a “advertising annuity” — with impact extending far beyond in-feed social posts. Specifically, you will see how marketers are maximizing their investment when content lives on influencer, owned and retail channels simultaneously.

 

3:40 p.m. Eastern Time
The Path to Next-Generation Data Collaboration for Retailers
Speaker:
Michelle Dooley, Managing Director of Strategy, Safe Haven, LiveRamp

To compensate for fewer in-store interactions while still gaining deep consumer insights, brands are amplifying digital investments through retail media networks. These networks have proven to be the golden ticket for retailers seeking better customer experiences, high-growth revenue streams and a path for brands to access their first-party audiences. This session will highlight how brands can revolutionize how they collaborate with customer data in a privacy-first world and expand their spheres of influence, creating a neutral network where everybody wins. Dooley will help attendees rethink their marketing strategies and leverage optimal data collaboration solutions to ensure a competitive advantage.

 

Day 2 Agenda (Oct. 13)

Noon Eastern Time
Welcome

 

12:10 p.m. Eastern Time
Optimizing Online/Offline Shopper Experience for Hyper-Personalization
Speakers:
Jenny Echeverri, Senior Shopper Engagement Manager, GlaxoSmithKline; and Chris O'Grady, EVP of Sales & Partnerships, Breaktime Media

Today’s shoppers demand personalized solutions for all their needs that offer relevance, ease and efficiency. Data from a recent Epsilon study suggests that 80% of consumers are more likely to make a purchase when brands offer personalized experiences. Echeverri and O’Grady will immerse the audience in a journey through personalization strategy, a case study and actionable tips to optimize the omnishopper experience and present the tailor-made solutions that shoppers crave.

 

12:55 p.m. Eastern Time
Retail Media Proliferation: How To Efficiently Manage & Measure Multiple Platforms
Speaker:
Thomas Benedict, VP of Data & Media, Ibotta

New retail media platforms and managed services seem to pop up every day, and it can be difficult to know what differentiates them. Marketers with limited resources, especially time, need to figure out which services to prioritize. In this session, Benedict will explore the pros and cons of taking either a focused or broad platform approach to retail media and how feasible it is to measure campaigns across platforms. He’ll also answer your questions about crafting a sound retail media strategy.

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1:25 p.m. Eastern Time
Next-Gen Digital Advertising: How Walmart and The Trade Desk are Harnessing the Power of First-Party Data
Speakers:
Jed Dederick, SVP, Global Client Development, The Trade Desk; and Rich Lehrfeld, SVP & General Manager, Walmart Connect

Dederick will preview new research about how to reach customers whenever and wherever they are browsing, shopping and engaging with content. Then, Lehrfeld will join a discussion about the partnership that brought Walmart’s DSP to life, allowing advertisers to drive media performance beyond Walmart’s proprietary sites. Attendees will learn how to use this type of platform for their own offsite advertising strategies and what sets this type of offering apart from a standard retail media network. Shopper marketers will learn how to capitalize on these platforms and the first-party data they already have access to in order to engage their customers wherever they are.

 

1:40 p.m. Eastern Time
IoT and the Future of Addressable Retail Media
Speakers:
Manolo Almagro, Managing Partner, and Ben Gauthier, Partner, Technology & Commerce, Q Division; Doug Chavez, VP, Strategic Partnerships, WPP; and Jonathan Rosen, SVP, Content Strategy + Consumer Experience, PRN

A panel of experts will share insights on the future of retail media. Technologies such as machine vision, AI, machine learning and IoT sensors have begun to infiltrate in-store retail media ecosystems, unlocking non-addressable in-store media with the data connections needed to help brands and retailers better understand the impact of each media along the customers path to conversion for both digital and physical retail.

 

2:10 p.m. Eastern Time
Break

 

2:25 p.m. Eastern Time
What’s Working: How Brands are Driving Results with Retail Media
Speakers:
Adam Bittner, Director of Media Sales, Kroger Precision Marketing; Pankita Desai, Director of Shopper Marketing, Chobani; Michael Reda, Head of E-Commerce & Digital Marketing, T. Marzetti Company; and Casi Reichardt, Director of Shopper Marketing, Kodiak Cakes, LLC

Billions of product decisions are made in the digital aisle every day. Brands have many retail media choices to consider, but the best path forward can be hard to navigate. This session aims to share what’s working now — and what’s planned for the future. Learn from marketers who have paved the way and discover how their media playbooks have adapted to drive better business outcomes. Let’s put retail media in action to inspire shoppers and drive meaningful results. Attendees will learn overlooked targeting tactics that make media investments work harder; how brands are using data to manage daily media decisions; key steps that lead to more meaningful media measurement; and how marketers are evolving their plans for future success.

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