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.
7:25 am - 7:55 am
Networking & Breakfast In The Innovation Lab
7:55 am - 8:00 am Welcome Remarks
Kristin Schoenstein - Portfolio Director, Future Stores
8:00 am - 8:10 am Future Stores Official Non-Profit Partner Presentation: St. Jude Children's Research Hospital
Emily Callahan - Chief Marketing & Experience Officer, St. Jude Children's Research Hospital
8:10 am - 8:25 am Chairperson’s Opening Remarks
Jeff Ball - VP, Strategic Business Development For Store Systems/POS, Manhattan Associates, Inc.
Jeff Ball
VP, Strategic Business Development For Store Systems/POSManhattan 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’ EndAs 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
8:50 am - 9:20 am Keynote Panel Discussion: How Are You Personalizing The In-Store Experience?
Angela Gearhart - VP, Brand Experience, Sleep Number Corporation Aman Advani - Co-Founder & CEO, Ministry of Supply Missy Sage - VP, Retail Operations, Hanes Brands Saira Zia - VP, Global Retail Excellence, Tulip Deborah Surrette - Chief Revenue Officer, TulipCustomers 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
9:20 am - 9:45 am Fireside Chat: How Personalization Is Fueling Indochino’s Success
Drew Green - CEO, Indochino Spencer Soper - E-Commerce Reporter, Bloomberg NewsToday’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.
8:05 am - 9:20 am Store Tour E The Microsoft Store, University Village
Sandra Andrews - Head of Marketing & Experience, Microsoft Stores Olga Lymberis - Audiences and Experiences Director, MicrosoftCome 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
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
Michael Guerin - SVP Leasing, MacerichMichael Guerin 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, Michael 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
10:50 am - 11:10 am Keynote: Points Of Sale 2.0
Craig Witsoe - CEO, EloHow 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
11:10 am - 11:40 am Keynote Panel Discussion Remix: Customers First, Technology Second, The New Rules For Your Business
Mike Fogarty - CEO, Choice Market Steve Freeman - Director, Product Management, Macy's Nick Arambula - Chief Operating Officer, Tuft & Needle Karen Bomber - Director of Retail Strategy, HoneywellThe 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
11:40 am - 12:00 pm Delighting Customers Starts With Employees
Josh Hogan - Managing Director of Digital, WWTRetailers 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
12:00 pm - 12:25 pm Keynote: The Perfect Fit: A Personalized Experience To Meet The Needs Of Our Customers
Kathy Fisher - VP, Customer Experience, NordstromInterested in learning how to meet the ever-changing needs of your customers? Hear from Kathy Fisher, vice president of customer experience at Nordstrom, how the company strives to deliver and evolve it services and experiences for its customers.
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
Track A: Reinventing Retail
1:50 pm - 2:15 pm Case Study: Learnings from 3 Years of Experiential Retail at b8ta Philip Raub - Founder and President, B8ta
Track A: Reinventing Retail
2:15 pm - 2:35 pm Building Blocks: How LEGO Assembles Engaging Stores And Happy Employees Melissa Wong - CEO & Founder, Retail Zipline Michael Cass - Senior Store Communications Manager, LEGOTo create the right experience for customers, LEGO figured out how to turn vision at HQ into action in the field – in a way teams actually enjoy. Come learn:
•How to overcome communications hurdles and bring stories to life in stores
•How to reinvent your retail operations and inspire employees
•How to balance technology and people to craft the right store experience
Track B: In-Store Technology & Captivating Retail Concepts
1:40 pm - 1:50 pm Chairperson’s Afternoon AddressTrack 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 HealthJoin 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.
Track B: In-Store Technology & Captivating Retail Concepts
2:15 pm - 2:35 pm Building Retail Experiences Worth Sharing Koko Alexandre - Director, New Business, HypnoHow well does your store perform on Instagram? HYPNO works with the largest brands in retail to get the most out of their stores with incredible experiences, user-generated marketing, and CRM data – all at scale. Learn more from the team behind products and global activations for Samsung, Framebridge, Nike, American Eagle, Tiffany, Dolby, Google and hundreds of other brands.
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, SEPHORARelax 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
Track A: Reinventing Retail
2:35 pm - 3:05 pm Panel: The Pursuit of New Retail Partnerships—Why It’s Better Together Gillian Grefe - Director of Marketing, Sunday Jennifer Beesley - VP, Store & Brand Experience, The Michaels Companies Inc. Sandra Andrews - Head of Marketing & Experience, Microsoft StoresSo 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
Track A: Reinventing Retail
3:05 pm - 3:25 pm Digital Transformation in Visual Merchandising and Space Planning5 Key Process Gaps that Limit Merchandising Confidence and Precision and How to Fix Them
Track A: Reinventing Retail
3:05 pm - 3:30 pm Case Study: Breaking Down Barriers To Innovation Heidi Isern - Senior Director, Customer Experience Innovation, GapLet’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
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 Drew Green - CEO, IndochinoThe 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
Track B: In-Store Technology & Captivating Retail Concepts
3:05 pm - 3:30 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, EvereveWhile 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
Track C: Retailer Only Connections
2:35 pm - 3:30 pm Women In Retail Networking Session & Cocktails Claudia Mazo - SVP, Retail, Lands’ End Joan Cedrone - VP, Stores, Perry Ellis International
3:05 pm - 3:50 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.
4:20 pm - 5:25 pm
Retailer-Only Roundtables
Gillian Grefe -
Director of Marketing,
Sunday
Trisha Yamaguchi -
Senior Manager, Retail Operations,
SEPHORA
Missy Sage -
VP, Retail Operations,
Hanes Brands
Jennifer Matanin -
Director, Retail Operations,
Cole Haan
Jennifer Weeden -
Senior Manager Retail Operations,
Cole Haan
Brandon Critchlow -
Senior Manager Retail Operations,
Cole Haan
Shari Rossow -
VP, Retail Operations,
Best Buy
Jaime Fabricant -
Director, Store of The Future Innovation & Execution, PepsiCo Beverages,
Pepsico
Jennifer Beesley -
VP, Store & Brand Experience,
The Michaels Companies Inc.
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, Director, Marketing, Sunday
3. The Reverse Mile: How Are You Handling Returns
Moderator: Priyanjali Castelino, Manager, Retail Operations, SEPHORA
4. Improving The Customer Experience When Stores Are Fulfilling Digital Orders (And Vice Versa)
Morderators: Jennifer Matanin, Director, Retail Operations, Cole Haan, Jennifer Weeden, Sr. Manager Retail Operations, Cole Haan, Brandon Critchlow, Sr. Manager Retail Operations, Cole Haan
5. Your Pop Up Store Primer: How To Get Started & What To Avoid
Moderator: Missy Sage, VP, Retail Operations, Hanes Brands
6.Getting Started With BOPUIS (buy online pick up in store)
Moderator: Shari Rossow, VP, Retail Operations, Best Buy
7. Unlocking The Future Of Shopping For Gen Z
Moderator: Jaime Fabricant, Director, Store of the Future Innovation & Execution, Pepsico
8. Experiential Retail: Strategies and ROI For The Evolving Store
Moderator: Jennifer Beesley, VP, Store & Brand Experience, The Michaels Companies
Jaime Fabricant
Director, Store of The Future Innovation & Execution, PepsiCo BeveragesPepsico
5:25 pm - 6:55 pm
Future Stores Reception at SPiN Seattle Hosted By Beekeeper
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.