Future Stores Seattle 2020

June 16 - 18, 2020

The Sheraton Seattle

Day 1: Transformative Store Experiences


Wednesday, June 5, 2019

On day one, you'll learn new strategies for creating engaging, story-centered store experiences. In addition, we'll also discuss creating a
frictionless transition from online to offline and how to equip the associate of the future.

7:10 am - 7:55 am Registration & Breakfast In The Innovation Lab

Welcome to the kick of off the Future Stores Innovation Lab, which will serve as your “home base” for next two days. This is where you’ll enjoy bottomless coffee, soft drinks, cocktails and snacks; learn about the latest retail technology; and catch up with colleagues and peers!

7:55 am - 8:05 am Welcome Remarks & Ice Breaker

Kristin Schoenstein, Portfolio Director at Future Stores

Kristin Schoenstein

Portfolio Director
Future Stores

8:05 am - 8:20 am Chairperson’s Opening Address

Scott Langdoc, SVP and Practice Lead at BRP

Scott Langdoc

SVP and Practice Lead
BRP

8:20 am - 8:45 am Keynote: Ushering In A New Era At Starbucks Through Design Testing & Experimentation

Hear the latest about store design in this dynamic opening keynote session delivered by the Head of Store Development and Design at one of most innovative retailers – Starbucks. 
John Boline, VP Store Design at Starbucks

John Boline

VP Store Design
Starbucks

8:45 am - 9:10 am Keynote: Reimagining the Power of the Store Environment

Today, retailers are faced with rapidly changing customer expectations of the in-store experience, along with growing challenges of operating physical stores. While focused on omni-channel growth, Kohl’s is doubling down on the importance of the physical store to ensure its millions of customers nationwide experience the seamless omni-channel shopping environment they crave. In this session, Jon will share an inside look at how Kohl’s is leveraging its fleet of 1,100 stores as a test-and-learn environment to quickly test new concepts while building a longer term road map to continually refresh and evolve the future store 

Renee Henson

Regional Vice President of Stores
Kohl's

The store environment is undergoing a rapid transformation as consumer shopping preferences evolve. There is no clear path to purchase and the lines between digital and physical continue to blur. How are retailers thinking about their retail footprints given these new realities? Panelists will discuss:

• How are retailers testing short term leases and locations
• How are you selecting new locations (online sales, household income and other demos)
• Using online data to sell to a new market or as a predictor of success in a new market
• Analyzing adjacent retail

Jeff Gaul, SVP, Property Development & Real Estate at SEPHORA

Jeff Gaul

SVP, Property Development & Real Estate
SEPHORA

Brent Paulsen, Managing Director, Head of Retail at UNTUCKit

Brent Paulsen

Managing Director, Head of Retail
UNTUCKit

Megan Bates, Senior Director, Real Estate at Tapestry

Megan Bates

Senior Director, Real Estate
Tapestry

Chris Delusky, VP, Design & Construction at Eataly

Chris Delusky

VP, Design & Construction
Eataly

9:35 am - 10:25 am Mimosa Morning Networking Break In The Innovation Lab

Grab a tasty mimosa in the Innovation Lab and chat with all of the leading solution providers in the industry during our opening break. 

9:35 am - 10:25 am Future Stores First Timers Meet-Up!

Are you a Future Stores newbie? Meet in the Social Lounge in the back of the Innovation Lab!

10:25 am - 10:50 am Keynote: Beauty On Her Terms: Creating Memorable Omnichannel Experiences

"The market is changing. Our business is changing. And as customer needs are changing, Walgreens is creating a differentiated beauty experience that will turn Walgreens into America’s most loved beauty destination by combining the best in global brands and trusted, expert care in a welcoming, accessible and inspirational atmosphere.”
Lauren Brindley, Group VP, Beauty & Personal Care at Walgreens

Lauren Brindley

Group VP, Beauty & Personal Care
Walgreens

10:50 am - 11:10 am Fireside Chat: Employee Empowerment Is More Emotional Than Physical

Empowerment is more than just giving your employees the physical tools they need to do their job.  Emotional tools, which include modern approaches towards communication, recognition and growth are essential in creating and maintaining employee satisfaction & loyalty – which have a direct impact on the customer experience.  In this session, Lynn Loignon, Former Director Of Employee Communications at Kohl's and Curtis Campbell, Sr. Marketing Manager for Hughes will discuss efforts to enhance the employee experience. 
Curtis Cambell, Senior Marketing Manager at Hughes

Curtis Cambell

Senior Marketing Manager
Hughes

Lynn Loignon, Former Director, Employee Communications at Kohl's

Lynn Loignon

Former Director, Employee Communications
Kohl's

As retailers compete mightily for store traffic, what is really drawing customers in? The answer lies in injecting more fun into an everyday shopping experience. Thinking about your target customer and their customer how are you:

• Defining what fun might mean for adults as well as for kids
• Identifying what your surprise and delight factor will be
• Thinking about strategic partnerships that would up the fun factor in your store
• Rethinking your product assortment and layout to accommodate experiential elements
• Educating executives on importance of in-store experiences given that profitability might be lower
• Proving the ROI of in-store experiences

Mark Voysey, CEO & Yellow Jersey at Roula.cc

Mark Voysey

CEO & Yellow Jersey
Roula.cc

Jennifer Leavitt, VP, Marketing at Bellevue Collection

Jennifer Leavitt

VP, Marketing
Bellevue Collection

Natalie Mackey, CEO and Co-founder at GlowConcept

Natalie Mackey

CEO and Co-founder
GlowConcept

Brenda Morris, Board of Directors at Boot Barn, Duluth Trading and Asarasi Water

Brenda Morris

Board of Directors
Boot Barn, Duluth Trading and Asarasi Water

11:35 am - 11:55 am Keynote Case Study: Empowered Employees = Happy Employees. Just Ask Love’s

How can you properly train and enable a distributed in-store workforce to improve the customer experience? For Love’s Travel Stops (Love’s), the answer lies in the company’s founding tenet: always do what’s right for your employees. By adopting a modern, mobile content solution for training and on-the-job reference materials, Love’s discovered how to arm over 20,000 workers for success. 
Join Love’s Manager of Learning and Development, Eric Roth as he speaks with Inkling’s CEO Jeff Carr about how providing searchable on-the-job reference content via mobile is enabling employees to excel at their jobs and deliver better customer service. In this session, you will learn how: 
•Love’s addressed the challenge of training a diverse group of distributed employees 
•An initial adoption rate of 91% was achieved only two weeks after Love’s released mobile content to their stores
•Improved outcomes around employee turnover are anticipated, thanks to better employee engagement 
•Marketing programs are executed properly by in-store employees due to increased awareness and knowledge

Jeff Carr, CEO at Inkling

Jeff Carr

CEO
Inkling

Eric Roth, Manager of Learning and Development at Love's Travel Stops

Eric Roth

Manager of Learning and Development
Love's Travel Stops

This is your chance to get a handle on the next big thing in retail and technology. Where are VC’s investing and why? Hear more about which trends they are bullish about and where they wish they had invested. Panelists will:

• Discussing what VC’s see as the next big trend in retail and technology
• Exploring the core factors VC’s consider when investing in retail—from top line growth to retention
• Examining why retail investing is less common and which retailers are getting the most VC attention in 2019 and why

Scott Jacobson, Managing Director at Madrona Venture Group

Scott Jacobson

Managing Director
Madrona Venture Group

Sonia Nagar, Partner at Pritzker Group Venture Capital

Sonia Nagar

Partner
Pritzker Group Venture Capital

Damir Becirovic, Principal at Index Ventures

Damir Becirovic

Principal
Index Ventures

Robin Li, Principal at GGV Capital

Robin Li

Principal
GGV Capital

Spencer Soper, E-Commerce Reporter at Bloomberg News

Spencer Soper

E-Commerce Reporter
Bloomberg News

Join hosted roundtable discussions and get the opportunity to talk about your key challenges and hear how other retailers are overcoming them. Grab a glass of bubbly and use this time as a unique opportunity to dive into a niche topic of your choosing in an informal and intimate setting. Leave Future Stores with new ideas you can put into action as soon as you return to the office (retailer only).

1.Personalizing The Customer Experience To Generate Growth
Moderator: James Green, Retail Industry Executive, OKI Americas
2. Innovating Store Ops: A Discussion With Allan Mostovoy Of Walgreens
Moderators: Chris Taylor, Founder & CEO, Square Root, Allan Mostovoy, Director, Business Planning and Process Improvement, Walgreens
3. Injecting Flexibility and Engagement Into Retail 
Moderator: Chad Ramage, Director Business Development, Third Matter
4. Harness Your Local Store Experiences To Build Customer Relationships In A Social Sharing World
Moderator: Bill Fergus, GM Local Solution, Brand Networks
5. Why Invest In AI And Predictive Analytics To Augment Store Operations? - The Reasons, Outcomes and Benefits
Moderator: Julie Hunt, Lead Product Strategist, Retail, Element AI
6.      Crafting Shareable Moments: The Role of Social In Store
7.      Loyalty Programs: Trends and Considerations To Drive Engagement
8.      Fast Forward to Frictionless: Steps For Making The Payment Experience Easier
9.      Winning With In-Store Events
10.   Tackling Omni Channel Attribution Challenges

James Greene, Retail Industry Executive at OKI Americas

James Greene

Retail Industry Executive
OKI Americas

Chris Taylor, Founder & CEO at Square Root

Chris Taylor

Founder & CEO
Square Root

Chad Ramage, Director Business Development at Third Matter

Chad Ramage

Director Business Development
Third Matter

Bill Fergus, GM Local Solution at Brand Networks

Bill Fergus

GM Local Solution
Brand Networks

Allan Mostovoy, Director, Business Planning and Process Improvement at Walgreens

Allan Mostovoy

Director, Business Planning and Process Improvement
Walgreens

1:10 pm - 2:10 pm Lunch

2:10 pm - 2:25 pm Dessert in the Innovation Lab

1:10 pm - 2:25 pm Private Lunch hosted by Rapid Displays

1:10 pm - 2:25 pm Private Lunch

Concurrent track session begin. Please feel free to alternate between tracks to customize your experience.

Track A: Associate Transformation

2:25 pm - 2:35 pm Opening Remarks By The Conference Chair
Ned Gammell, VP, North America at Concrete

Ned Gammell

VP, North America
Concrete

Track B: Bridging the Online & Offline Experience

2:25 pm - 2:35 pm Opening Remarks By The Conference Chair
Alex Otañez, COO at Shockoe

Alex Otañez

COO
Shockoe

Track C: Retailer-Only Connections

2:25 pm - 3:45 pm Invite Only VP Retreat
A closed door session featuring 15-20 of our most senior level retailers debating strategic ideas and sharing insights.

This is an invitation-only session. If you wish to participate or would like to nominate yourself or a colleague, please contact: lori.hawthorne@wbresearch.com.
Andrea Wasserman, VP, Retail Experience at Verizon

Andrea Wasserman

VP, Retail Experience
Verizon

Track D: Retailer Roundtable Track

2:25 pm - 3:00 pm Retailer Only Roundtable: The In-Store Pick Up OmniChannel Experience
Steve Freeman, Director, Product Management at Macy's

Steve Freeman

Director, Product Management
Macy's

2:35 pm - 3:00 pm Case Study Remix: Learning Reinvented: How Walmart Prepares Associates for the Retail of the Future

In 2016, Walmart launched Academies, reinventing how it trains its 1.4 million store associates. Now in its third year, Walmart plans to train 1 million associates this year alone using immersive experiences like virtual and augmented reality and mobile gaming in its 200 Academy locations and beyond. The success of the store academies has sparked a movement at Walmart, with more and more parts of the business investing in the model. Come to this session to learn from Tina Kurtz, Director of U.S. Academies, for insight on:

• How his team reimagined the training experience at Walmart for a workforce of 1.4 million.
• How Academies are using new technology to provide an immersive experience in a safe learning environment.
• How Academies have become a competitive advantage for Walmart.

Tina Kurtz, Director, Walmart Academy Operations at Walmart

Tina Kurtz

Director, Walmart Academy Operations
Walmart

2:35 pm - 3:00 pm Case Study: The Making Of A Levi’s Flagship

Levi’s largest ever flagship store opened in Times Square last year. Get a glimpse at the consumer journey for this unique store which includes Levi’s largest Tailor Shop, hyper local Levi’s products and a seamless mobile PoS experience. 
Jeffery Eggert-Peluso, VP, Global Store Design at Levi’s

Jeffery Eggert-Peluso

VP, Global Store Design
Levi’s

2:25 pm - 3:45 pm Invite Only VP Retreat

A closed door session featuring 15-20 of our most senior level retailers debating strategic ideas and sharing insights.

This is an invitation-only session. If you wish to
participate or would like to nominate yourself or a
colleague, please contact:
Lori.hawthorne@wbresearch.com

Andrea Wasserman, VP, Retail Experience at Verizon

Andrea Wasserman

VP, Retail Experience
Verizon

2:25 pm - 3:00 pm Retailer Only Roundtable: The In-Store Pick Up OmniChannel Experience (Continued)

Brick and mortar isn’t dying, it’s evolving and leading retailers are personalizing the in-store experience to increase brand affinity and conversion. In this experience evolution, retailers cannot afford to ignore their single biggest asset for execution - their people. Demand for authentic brand experiences is only increasing, yet frontline associates still lack the support needed to meet the heightened expectations of today’s customers. Retailers that will make the biggest mark in 2019 are those who take an associate-first approach to retail reinvention.
In this session, learn how you can: 

• Engage your frontline to deliver a consistent and exceptional customer experience
• Leverage technology to improve productivity and increase profitability 
• Surface ideas from the field and scale best-practices across your locations
• Impact key metrics including same-store sales, retention, and NPS

Jordan Ekers, Co-Founder & Chief Customer Officer at Nudge Rewards

Jordan Ekers

Co-Founder & Chief Customer Officer
Nudge Rewards

April Sabral, Founder, President of Retailu.ca; Former VP of Global Retail Sales & Operations of DAVID's Tea at Retailu and DAVIDs Tea

April Sabral

Founder, President of Retailu.ca; Former VP of Global Retail Sales & Operations of DAVID's Tea
Retailu and DAVIDs Tea

3:00 pm - 3:20 pm Mobility & Beyond: Engaging Associates in Today's Complex Retail Ecosystem

The retail world is changing at a rapid pace and the technology that helps you manage your workforce must keep up. Managers are required to make better decisions faster, and employees expect more from their workplace tools. Modern workforce management applications need to empower associates, enhance the employee experience, and support flexibility. This session will explore how leading organizations, like Starbucks, better engage their teams and equip associates to meet customers’ evolving needs in today’s complex retail environment. Join us to discuss:

• The evolving role of the store associate in an increasingly automated and digitized retail landscape
• The role mobility, automation and artificial intelligence play in engaging and empowering the workforce
• How Starbucks optimized their workforce strategy to increase employee satisfaction and productivity 

Martin Reynolds, VP, Solutions Executive at JDA

Martin Reynolds

VP, Solutions Executive
JDA

2:25 pm - 3:45 pm Invite Only VP Retreat Continued

A closed door session featuring 15-20 of our most senior level retailers debating strategic ideas and sharing insights.

This is an invitation-only session. If you wish to
participate or would like to nominate yourself or a
colleague, please contact:
Lori.hawthorne@wbresearch.com

Andrea Wasserman, VP, Retail Experience at Verizon

Andrea Wasserman

VP, Retail Experience
Verizon

3:00 pm - 3:45 pm Retailer Roundtable Track: Localization—Going Local and Hyper Local

• Why is localization so important in today’s retail environment?
• What are the benefits of catering to a local demo with highly relevant brands and assortments
• The benefits of staying local and not chasing the national and international

Mike Fogarty, CEO at Choice Market

Mike Fogarty

CEO
Choice Market

Tara Maffeo, Director, Retail Operations, Field Engagement at SEPHORA

Tara Maffeo

Director, Retail Operations, Field Engagement
SEPHORA

Bob Paulsen, Co-founder & CEO at PlayerLync

Bob Paulsen

Co-founder & CEO
PlayerLync

Austin Sandmeyer, Marketing Manager NA at Beekeeper

Austin Sandmeyer

Marketing Manager NA
Beekeeper

Wendy Gentry, Director, Store Operations at Tillys

Wendy Gentry

Director, Store Operations
Tillys

What does the online to offline eco system look like? And from the customer’s perspective, how is it all merging all together? Panelist will discuss:

• How can you continuously keep the two channels connected and working together?
• How are you using physical space in a new way with ecommerce. How are stores tying into web, apps, etc because your guest is everywhere
• With shopping shifting to online, what role does the store play now?
• How is this experience becoming more seamless?
• Ideas for connecting stores to ecommerce in an intuitive way (signage?)
• How are you using your online channels (app/online) to tell the world about your stores

Jim Edgett, Head of Digital Ecosystem and Channels at GameStop

Jim Edgett

Head of Digital Ecosystem and Channels
GameStop

Jaime Fabricant, Director, Store of The Future Innovation & Execution, PepsiCo Beverages at Pepsico

Jaime Fabricant

Director, Store of The Future Innovation & Execution, PepsiCo Beverages
Pepsico

Saurabh Malani, Director of Product Management at Narvar

Saurabh Malani

Director of Product Management
Narvar

2:25 pm - 3:45 pm Invite Only VP Retreat Continued

A closed door session featuring 15-20 of our most senior level retailers debating strategic ideas and sharing insights.

This is an invitation-only session. If you wish to
participate or would like to nominate yourself or a
colleague, please contact:
Lori.hawthorne@wbresearch.com

3:00 pm - 3:45 pm Retailer Roundtable Track: Localization—Going Local and Hyper Local

Enjoy targeted group discussion focused on “Localization—Going Local and Hyper Local” facilitated by a senior executive at a top retail company.  Topics covered include:

• Why is localization so important in today’s retail environment?
• What are the benefits of catering to a local demo with highly relevant brands and assortments
• The benefits of staying local and not chasing the national and international

Mike Fogarty, CEO at Choice Market

Mike Fogarty

CEO
Choice Market

3:45 pm - 4:25 pm Here’s The Scoop Networking Break In The Innovation Lab

Take a break and join us for a tasty ice cream treat in the innovation lab. 

3:45 pm - 4:25 pm Runners Club Meet Up

Do you love to run? Whether you’re a marathoner or a 5K is more your speed, Meet fellow running enthusiasts at the lounge in the back of the innovation lab and plan out a time to go for a fun run around Seattle! 

4:25 pm - 4:45 pm Fireside Chat: To BYOD or Not To BYOD: What Are The Pros and Cons?

The BYOD debate is not over as retailers continue to go back and forth on the benefits and risks of associates using their own devices while at work. Hear how retailers are thinking about BYOD and their lessons learned along the way. Learn:

• What’s in it for the associate?
• How are you overcoming the objections internally?
• What are the perceived vs actual risks of allowing associates to process purchases containing customer data on their devices
• What are the results of BYOD implementation
• How are you ensuring that the device is being used for store functions and not distractions like personal social media accounts while maintaining the employees right to privacy
• How can you standardize the training given the wide range of smartphone devices

Shari Rossow, VP, Retail Operations at Best Buy

Shari Rossow

VP, Retail Operations
Best Buy

Steve Freeman, Director, Product Management at Macy's

Steve Freeman

Director, Product Management
Macy's

4:45 pm - 5:05 pm Your Store Associates Will Make Or Break Your In-Store Experience

Retailers everywhere are investing valuable resources into the in Store Experience. But even the smartest Store Experience strategy will fall flat if retailers fail to factor in EX, or employee experience. That’s why it’s more important than ever for retailers to onboard effectively, communicate openly and regularly train associates to feel competent, rewarded and aligned to mission. Join Carrie Ask, brand president at Men's Wearhouse and Moore's,, as she draws from her her 30 years of experience with engaging and empowering store associates to deliver the best in-store experiences at leading retailers Levi’s, Nike & Target.
Carrie Ask, Brand President, Mens Wearhouse & Moores at Tailored Brands

Carrie Ask

Brand President, Mens Wearhouse & Moores
Tailored Brands

4:25 pm - 4:45 pm Case Study: Merging The Digital and Physical In Experiential Retail

Hear how Sleep Number is using retail and brand activations to enable an individualized and immersive customer experience.
Discuss:

• Techniques for bridging the digital and physical retail environments
• Measuring the ROI of these new customer experiences 
• Build, buy, partner - tips for developing unique and  personalized shopping experiences
• Lessons learned 

Angela Gearhart, VP, Brand Experience at Sleep Number Corporation

Angela Gearhart

VP, Brand Experience
Sleep Number Corporation

4:45 pm - 4:55 pm Innovation Spotlight: Meet The Store Associate Of The Future

Meet the Store Associate of the Future
 
Abstract: The role of store associates has evolved beyond the store. Associates are now a personalized outreach channel that differentiates the online shopping experience, and have become an important traffic driver for stores. Retailers are modernizing the role of store associates and empowering them with mobile technology that bridges the gap between online and offline service. This session will explore real-life examples from retailers who have successfully:
1.       Leveraged store associates as a personalized marketing channel to increase online sales and drive traffic to stores 
2.       Created thousands of connections between customers and associates to build relationships at scale
3.       Offered an omnichannel sales experience to solve the issues of showrooming 
   
Oscar Sachs, CEO at Salesfloor

Oscar Sachs

CEO
Salesfloor

4:25 pm - 5:05 pm Audience Discussion: Out With The Old And In With The New: A Look At Store KPI’s

Traditional store metrics like contribution margin and individual P&Ls are quickly becoming irrelevant as they are mainly transaction based and stores are now focused on experiences and brand rather than strictly sales. Hear a leading retailer provide their thoughts around:

•Measuring success? How do you get past the traditional measures of success 
•What are the new indicators? Is it Customer Lifetime Value?
•Determining the ROI for new tech in stores….is it about visitation to the store or the website, how do you determine the real return on investment?

Jennifer Matanin, Director, Retail Operations at Cole Haan

Jennifer Matanin

Director, Retail Operations
Cole Haan

4:25 pm - 5:05 pm Retailer Roundtable Session: Using AR To Engage Customers (For The Non-Techie)


Jennifer Leavitt, VP, Marketing at Bellevue Collection

Jennifer Leavitt

VP, Marketing
Bellevue Collection

5:05 pm - 5:30 pm Case Study Remix: Embracing Technology To Improve the Member and Associate Experience At Sam’s Club

Martin Granstrom, Senior Director and Head of Design at Sam’s Club will talk you through the Now App and how it is helping to ease check out lines with cashier-less payments and improve member-associate interactions.
Martin Granstrom, Senior Director, Head of Design at Sam’s Club

Martin Granstrom

Senior Director, Head of Design
Sam’s Club

5:05 pm - 5:30 pm Future Stores TONIGHT: Bringing the Omni Customer Journey Together

As the customer journey is getting increasingly complex, how can you ensure that your customer’s digital and physical journey is both seamless and enjoyable? Stores can no longer operate in siloes, they must focus on: 

• Making strides to better connect the digital and the physical retail environment
• Using all data available to determine when and how to engage with customers 
• Thinking strategically about the entire journey and eliminating customer pain points
• Creating ease for the customer at every single touch point 

Michelle J Snyder, VP, Retail Marketing at Comcast

Michelle J Snyder

VP, Retail Marketing
Comcast

Andrea Wasserman, VP, Retail Experience at Verizon

Andrea Wasserman

VP, Retail Experience
Verizon

5:30 pm - 7:00 pm Future Stores Coast to Coast Reception In The Innovation Lab

We’re celebrating the flavors of our favorite stops at our Coast to Coast Reception in our Innovation Lab! From to Seattle to Chicago, New Orleans to New England, we’re serving up the best foods and drinks these locations have to offer. Dig in and wind down with our exhibitors with a drink, or two!

Our Sponsors: