Future Stores Seattle 2019

June 04 - 07, 2019

The Sheraton Seattle

Day 2: In-Store Engagement & Customer-Centric Innovation


Thursday, June 6, 2019

On day two, leading experience innovators will show you how to capitalize on the latest retail technology and innovation, all with your customer in mind.

7:30 am - 8:05 am Networking & Breakfast In The Innovation Lab

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Kristin Schoenstein

Portfolio Director
Future Stores

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Kevin Swanwick

Senior Director, Retail Solutions
Manhattan Associates, Inc.

8:25 am - 8:50 am Keynote: Bringing Your Brand Story To Life In Bricks and Mortar—Growing the store footprint of a legacy catalog giant in the digital era.

Claudia Mazo - SVP, Retail, Lands’ End
As a traditional catalog heritage brand with a strong online presence, Lands’ End has embarked on the challenge of expanding into brick & mortar retail. Discuss

• What was involved in developing the expansion strategy
• Key learnings from product assortment, marketing and other areas
• Building an infrastructure to support the basics of B&M retail as well as future capabilities

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Claudia Mazo

SVP, Retail
Lands’ End

Customers are asking for greater levels of personalization. Whether this means personalizing the products they buy or the experience they have with an associate, the goal is to create the feeling of a 1:1 relationship. Discuss:

• What are customers looking for when it comes to customization in the store environment?
• In-store clienteling strategies and best practices
• What are the new approaches? What are retailers trying? 
• Make them a maker—engaging your customers with in-store product customization and design through
o Advanced customization
o Completely customized products
o Creating in-store events and using clienteling to sign up your most valuable customers
o Using app based scheduling for in-store events

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Angela Gearhart

VP, Brand Experience
Sleep Number Corporation

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Aman Advani

Co-Founder & CEO
Ministry of Supply

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Missy Sage

VP, Retail Operations
Hanes Brands

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Saira Zia

VP, Global Retail Excellence
Tulip

9:20 am - 9:45 am Fireside Chat: How Personalization Is Fueling Indochino’s Success

Drew Green - CEO, Indochino
Today’s consumers demand more than just great products, they want a great experience. And they want that experience tailored to them, from beginning to end. To meet this demand, leading retailers are creating new concepts that enable shoppers to engage with their products in increasingly more immersive and memorable ways.  
 
But, a great experience can be a significant investment. How can a retailer commit to an exceptional personalized experience and remain profitable? In this session Drew Green, President and CEO of INDOCHINO, will explore the brand’s personalized approach to retail, and how a retailer can achieve profitable growth, while investing in experience.

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Drew Green

CEO
Indochino

8:05 am - 9:20 am Store Tour E The Microsoft Store, University Village

Sandra Andrews - Head of Marketing & Experience, Microsoft Stores
Come explore Microsoft’s University Village location where you’ll be taken on a guided tour, have the chance to ask questions and interact with their latest customer and associate facing
tools and technology.

Host: Sandra Andrews, Head of Marketing & Experiences, Microsoft Stores

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Sandra Andrews

Head of Marketing & Experience
Microsoft Stores

9:45 am - 10:30 am Donut Miss This Break

Join your fellow attendees in our Innovation Lab, and customize your own donut holes by shake, shake, shaking it! Check out our innovative sponsors, chat about yesterday’s content and plan the day ahead.

9:45 am - 10:30 am Working Mamas Meet Up

Are you a working mama and  this work trip is the new vacation? Meet in the lounge in the back of the Innovation Lab!

10:30 am - 10:50 am Keynote: Your Store As A Brand Laboratory To Test And Learn

Kevin McKenzie - EVP & CDO, Macerich
Kevin McKenzie will introduce BrandBox, Macerich's new turnkey approach to physical retail for digitally native brands to test and scale stores as part of their growth strategy. Short-term leases, modular space, and services for design, buildout, staffing and technology, enable brands to open a store in just weeks and leverage data insights like they do online. With the overview of BrandBox, McKenzie will speak to:

· Popping up: When short-term is right, and for how long
· Solving for your biggest pain points, like staffing
· The kind of data you need to look at and how to get it
· It's not just about offline; your store impacts online sales
· Saturation on social media does not equal saturation IRL

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Kevin McKenzie

EVP & CDO
Macerich

10:50 am - 11:10 am Keynote: Points Of Sale 2.0

Craig Witsoe - CEO, Elo
How point-of-sale, consumer mobile, and in-store e-commerce are evolving into a unified platform. Next generation architecture can give customers a seamless and personal brand experience that increases sales while also lowering inventory and IT costs. Now is the time to
create your next-generation ‘One POS’ roadmap.
Learning objectives include:

· Essential considerations for unified POS
· Impact on the customer experience and implications on back-end systems, hardware and software
· Customer(s) case studies/examples

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Craig Witsoe

CEO
Elo

The endless pursuit of the latest bright and shiny tech has left many retailers regretting their investments. The key now lies in thinking about the unmet needs of your customers and associates and then finding the technology to solve the problem at hand. In this lively discussion, you’ll hear more about:

• Empowering your customers in store with technology
• Leveraging the tools you may already have to benefit the customer experience
• Getting the necessary funding to move forward with new in-store technologies
• Strategies for keeping up with ever-evolving technology
• Integrating different types of tech as it quickly changes

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Mike Fogarty

CEO
Choice Market

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Steve Freeman

Director, Product Management
Macy's

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Nick Arambula

Chief Operating Officer
Tuft & Needle

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Karen Bomber

Director of Retail Strategy
Honeywell

11:40 am - 12:00 pm Delighting Customers Starts With Employees

Matthew Sebek - VP, Digital, World Wide Technology (WWT)
Retailers have gone great lengths to evolve their customer experience through enhanced personalization, loyalty overhauls, grab-and-go and every omni-channel innovation in between. In the wake of this investment, store employees have been left with insufficient tools and substandard processes to do their job effectively – especially in a world of heightened customer expectations. Join Matt Sebek, Vice President of Digital at World Wide Technology, as he discusses how retailers can leverage the intersection of digital and physical insight to transform how they empower their store associates to make better in-store decisions and drive sales.

Learning Objectives:

• Apply human-centered exercises for customers AND employees
• Understand how to leverage available data to empower store associates.
• See how key retailers are putting this insight into action 

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Matthew Sebek

VP, Digital
World Wide Technology (WWT)

12:00 pm - 12:25 pm Keynote: Delivering Experiences: Services When and Where the Customer Wants Them

Kathy Fisher - VP, Customer Experience, Nordstrom
Hear about Nordstrom’s retail experience and lastest innovations in this keynote session. 
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Kathy Fisher

VP, Customer Experience
Nordstrom

10:30 am - 12:00 pm Store Tour F: The Lounge By AT&T

Part coffeehouse, part co-working space, part retail store and part learning center…Check out AT&T’s new lounge concept in Seattle’s Capital Hill neighborhood.

Host: Rebecca Petersen, Sales Program Execution Manager, AT&T

12:25 pm - 1:25 pm Lunch

1:25 pm - 1:40 pm Dessert in The Innovation Lab

12:25 pm - 1:25 pm Private Lunch

12:25 pm - 1:25 pm Private Lunch

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

Track A: Reinventing Retail

1:40 pm - 1:50 pm Chairperson’s Afternoon Address
Paul Bradley - Head of Product, PlayerLync
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Paul Bradley

Head of Product
PlayerLync

Track A: Reinventing Retail

1:50 pm - 2:15 pm Case Study: Breaking Down Barriers To Innovation
Heidi Isern - Senior Director, Customer Experience Innovation, Gap
Let’s face it: driving revolutionary change isn’t for the faint hearted. Everyone wants to drive innovation in their organization, but putting it into action requires the right alchemy of team, mindset, sponsors, and budget. We’ll talk about how to get all four using structure, strategy and storytelling and have ‘real talk’ about innovation’s inherent challenges.

Objectives:

• Discuss how to structure (or de-structure) an innovation team
• Understand tactics to embrace the naysayers
• Learn methods to drive a culture of innovation

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Heidi Isern

Senior Director, Customer Experience Innovation
Gap

Track A: Reinventing Retail

2:15 pm - 2:35 pm Store Operations Technology Presentation
Executive, Retail Zipline

Track B: In-Store Technology & Captivating Retail Concepts

1:40 pm - 1:50 pm Chairperson’s Afternoon Address

Track B: In-Store Technology & Captivating Retail Concepts

1:50 pm - 2:15 pm Case Study: Beauty IRL: How CVS Transformed It’s Beauty Department
Jamie Hill - Head of Beauty & Experience, CVS Health
Join Jamie Hill, Head of Beauty and Experience at CVS Health as he walks you through their new beauty in-store experience including the Lead efforts to transform the CVS’s beauty in-store experience from testing to roll out and the partnerships that are helping them stand out in this category.
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Jamie Hill

Head of Beauty & Experience
CVS Health

Track B: In-Store Technology & Captivating Retail Concepts

2:15 pm - 2:35 pm Building Retail Experiences Worth Sharing
Koko Alexandre - Director, New Business, Hypno
What is experience design and why is it the future of engagement between brands and customers? What makes digital activations successful? Come hear from the HYPNO about the future of in-store experiential design and user-generated content, and learn about their work building the most creative and powerful digital activations over the past year for brands like Tiffany, Marc Jacobs, D&G, Samsung, and Gap.
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Koko Alexandre

Director, New Business
Hypno

Track C: Retailer Only Connections

1:40 pm - 2:35 pm Campfire Story: Designing Holiday Strategies That Stick For Associates
Tara Maffeo - Director, Retail Operations, Field Engagement, SEPHORA
Relax by the “fire” in an intimate retailer only session with 10-15 other retailers where your storyteller will share a quick case study and then open up the floor to questions.

Host: Tara Maffeo, Director, Retail Operations, Field Engagement, SEPHORA
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Tara Maffeo

Director, Retail Operations, Field Engagement
SEPHORA

So many exciting retail partnerships are popping up in the headlines as retailers are realizing the importance of collaboration to draw customers in and keep them coming back for more. Hear this diverse group of panelist talk you through recent collaborations and discuss:

• How they measure the success of a partnership
• Determining who will make a good partner
• Taking advantage of customer trends and feedback to inform your partnership strategy
• Overcoming differences and finding ways to work collaboratively

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Gillian Grefe

Senior Manager of Brand
Havenly

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Jennifer Beesley

VP, Store & Brand Experience
The Michaels Companies Inc.

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Sandra Andrews

Head of Marketing & Experience
Microsoft Stores

Track A: Reinventing Retail

3:05 pm - 3:25 pm Digital Transformation in Visual Merchandising and Space Planning
Tom Erskine - CMO/SVP Product, One Door
5 Key Process Gaps that Limit Merchandising Confidence and Precision and How to Fix Them 
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Tom Erskine

CMO/SVP Product
One Door

Track A: Reinventing Retail

3:25 pm - 3:50 pm Case Study: Refreshing And Relaunching An Iconic Retailer
How do you redevelop a brand with a decades long following and an already famous retail concept? Alice Ann Wilson, Creative Director, Fred Segal will talk about how they leveraged the LA lifestyle and community to create two new Fred Segal stores. Learn more about how to:

• Leverage your local customer 
• Create activations and events to drive engagement
• Design customer discovery opportunities in the store environment
• Secure brand partnerships to drive awareness and buzz

Track B: In-Store Technology & Captivating Retail Concepts

2:35 pm - 3:05 pm Panel: The Power Of Retail Showrooms
Monica Scholes - Director, Retail, ModCloth Jennifer Braunschweiger - VP of Brand Marketing, MM LaFleur
The right mix of digital and physical product is essential to succeed in today’s volatile market. Stores are popping up across all retail verticals that are solely showrooms. They don’t stock any inventory. What is the logic behind a showroom format and why are they seeing success? The panel will discuss:

• The thinking behind a showroom vs. stocking inventory
• The pros of the showroom format (immersive experiences, smaller footprint
• The must haves for a showroom model to be successful 
• Hiring for this model and equipping your associates with the tools and tech needed to sell in this environment

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Monica Scholes

Director, Retail
ModCloth

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Jennifer Braunschweiger

VP of Brand Marketing
MM LaFleur

Track B: In-Store Technology & Captivating Retail Concepts

3:05 pm - 3:15 pm Innovation Spotlight Presentation
(10 minute presentation by a cutting edge retail thought leader)

Track B: In-Store Technology & Captivating Retail Concepts

3:15 pm - 3:25 pm Innovation Spotlight Presentation
(10 minute presentation by a cutting edge retail thought leader)

Track B: In-Store Technology & Captivating Retail Concepts

3:25 pm - 3:50 pm Creating A Compelling Brick And Mortar Retail Experience In A Growing Digital Market
Katie Whyde - Director, Visual Merchandising, Evereve Kari Ihle - Director, Environmental Design, Planning and Maintenance, Evereve
While many retailers are working to bring digital technologies to life in the store environment, Evereve has continued to stay true to the development of authentic guest relationships and an inviting, simple in-store experience that supports our 3-ways to shop (evereve.com, Trendsend, In-store). Technology in store is not a customer facing element of our newest store design prototype.  By using our curated brand design filters we were able to more successfully communicate to customers who Evereve is, enhance areas that our customers are already telling us we do well and creating a fun and welcoming destination.
Come along the journey with us to see this design evolution first-hand and experience how Evereve is redefining in-store customer experience in the digital age.
Audience Take-aways:

• Developing a design brand filter to help prioritize wants vs needs
• Understanding the journey (what worked, what was challenging, what surprised us)
• How to highlight what your customers are already telling you your brand does well in the built environment
• How Evereve uses this new design to enhance existing retail locations – Adding soul
• How Evereve is redefining in-store customer experience

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Katie Whyde

Director, Visual Merchandising
Evereve

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Kari Ihle

Director, Environmental Design, Planning and Maintenance
Evereve

Track C: Retailer Only Connections

2:35 pm - 3:50 pm Women In Retail Networking Session & Cocktails
Claudia Mazo - SVP, Retail, Lands’ End Joan Cedrone - VP, Stores, Perry Ellis International
Listen and be motivated by an accomplished group of fierce femmes during a panel discussion. Then, network and  enjoy a glass of wine as you cultivate new friendships and future contacts. 
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Claudia Mazo

SVP, Retail
Lands’ End

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Joan Cedrone

VP, Stores
Perry Ellis International

3:50 pm - 4:40 pm Here’s the Scoop Networking Break

Hear the latest scoop from the day’s sessions from your peers while enjoying a scoop of ice cream in our Innovation Lab! Make sure make those connections you haven’t had a chance to yet at our last networking break in our exhibit hall.
At Future Stores, you’re in control! Get involved in our unique, peer-to-peer roundtables for the best discussions you’ll have all year. Talk about your key challenges and hear how other brands are overcoming them. After 25 minutes, you’ll rotate to a new table and tackle a new topic with a new expert host. Use this time as a unique opportunity to dive into a niche topic of your choosing in an informal and intimate setting. Leave the event with new ideas you can put into action as soon as you return to the office. 

1.Proving ROI For New Partnerships And Projects
Moderator: Gillian Grefe, Senior Manager of Brand, Havenly

2.Brand Awareness: How To Stand Out At Retail In A Crowded Marketplace
Moderator: Kimberly Yaeger, Director, Global Brand Retail Experience, Sonos

3.The Reverse Mile:  How Are You Handling Returns
Moderator: Trisha Yamaguchi, Senior Manager, Retail Operations, SEPHORA

4.Your Pop Up Store Primer: How To Get Started & What To Avoid
Moderator: Missy Sage, VP, Retail Operations, Hanes Brands

5.Getting Started With BOPUIS (buy online pick up in store)
Moderator: Shari Rossow, VP, Retail Operations, Best Buy

6.Loyalty Programs: Trends and Considerations To Drive Engagement and Track Attribution

7.Lessons Learned From Pure Play eCommerce Going To Bricks

8.The Future of Visual Merchandising—Blending Art & Science

9.Wading Through The Challenges of Omni Channel Attribution




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Gillian Grefe

Senior Manager of Brand
Havenly

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Trisha Yamaguchi

Senior Manager, Retail Operations
SEPHORA

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Missy Sage

VP, Retail Operations
Hanes Brands

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Shari Rossow

VP, Retail Operations
Best Buy

5:30 pm - 7:00 pm Future Stores Reception at SPIN Seattle

Join us for cocktails, apps and test out your paddle skills at this iconic 10000 square foot ping pong social club in the heart of downtown Seattle.